Fiat Chrysler's formula for success with millennials
"In the next ten years or so, millennials will equal one-third of the driving population," Ashley Edgar, an Advanced Engineering Project Manager at Fiat Chrysler Automobiles, reported to delegates at CES 2017 in Las Vegas.
And the message to marketers is clear: The numbers clearly show they must engage this audience to drive future growth.
The youthful demographic – which the automaker defines as featuring individuals born between 1982 and 2001 – encompasses 70 million people in the US alone. And, most importantly, its members have a different relationship to four-wheeled...