全球营销6-2.docVIP

The worlds automakers have Generation Y (Gen Y) in their sights. Gen Y is the cohort of 71 million Americans born between 1977 and 1994. As their customer base ages, the automakers want to build brand loyalty among the nations youth. For example, the average Toyota buyer is 47 years old; for Honda, the figure is 44 years old. Moreover, record low birth rates in Japan mean a domestic market that Asia Times describes as both shrinking and graying. In a reversal of the orthodox notion in some parts of the world that globalization = Americanization, young American car buyers are equating Japanese-designed cars with coolness. 全球汽车制造商希望Y世代（ Y一代）把他们的目光集中在自己身上。 Y一代是71万美国人1977年和1994年间出生的人群，由于他们的客户群年龄的增长，汽车制造商要建设位居全国青年品牌的忠诚度。例如，丰田平均买主是47岁;本田，这个数字是44岁。此外，创纪录的低出生率意味着日本国内市场，亚洲时报形容为“既萎缩和老龄化”。在逆转在世界上一些地区的正统观念”全球化=美国化,”年轻的美国汽车买家都日本设计汽车等同凉爽。 Betting that Gen Y car buyers are ready to try something new, Toyota, Honda, and other companies are using a variety of product strategies. In the spring of 2003, Honda launched the Element, a boxy sport utility vehicle that is manufactured in the United States. With a base price of $18,300, the vehicle was targeted at 24-year- old males. Toyota responded by launching the Scion xB miniwagon in the United States; the vehicle was already available in Japan, where it is known as a youthmobile. 押注Y一代购车者准备尝试新的东西,丰田,本田和其他公司使用各种产品策略。在2003年的春天,本田推出了 Element一个四四方方的运动型多用途车,是在美国生产的。底价18300美元,车是针对24岁的男性。 丰田作为回应,在美国启动Scion xB miniwagon;可用的车辆已经在日本,称为youthmobile。 Other automakers are sizing up the potential and attractiveness of the Gen Y segment. Hyundai fields Hyundai Investigative Teams (HITs) in an effort to better understand the needs, wants, and preferences of young car buyers. For example, early in 2004, an HIT unit comprised of eight teens aged 16 to 18 visited the Chicago Motor Show. They spent a day looking at vehicles and provided feedback. Hyundai does not currently target the youth market. However, the company is using HITs to assess the