Following up on our Consumer Sentiment Survey research that shows younger customers (regardless of
vehicle age) are less drawn to the dealer, this session will cover actions OEMs take (and should take) to
attract this customer segment. Some elements include:

• Customer segmentation within the 18–30-year-old age segment. Which OEMs are focusing on subgroups, such as more precise age segments or gender or regional cuts?
• Once segments are identified, how are OEMs marketing to this segment differently?
• How different is the service experience for customers in this segment? Does it need to be different How can it be adapted to appeal to this segment?