GM partners with MTV to win over young consumers

General Motors has just hired MTV Scratch to head a new marketing campaign designed to capture the elusive young adult demographic.

In an attempt to make their brand seem more “hip” amongst younger drivers, General Motors has just partnered with MTV Scratch, a subdivision of the popular teen-oriented station. The partnership is the result of GM’s desire to answer a recent problem amongst all automakers: Why don’t youngsters care about cars anymore?

Although owning a car was once a hallmark of teen and young adult culture, it has lately taken a back seat to social media. Sites like Facebook and Twitter have enabled younger age brackets to connect with one another in ways that past generations could have never imagined. While the automobile was once viewed as a sign of independence and freedom, many young people actually now perceive cars as a hindrance.

“They think of a car as a giant bummer,” said Ross Martin, executive vice president of MTV Scratch to the New York Times. “Think about your dashboard. It’s filled with nothing but bad news.”


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