GM and 18-24 year olds

[HarleyEarl]

Munster kids rev up GM Web site Students critique company approach, headed to Detroit BY SHARON PORTA Times Correspondent This story ran on nwitimes.com on Friday, December 16, 2005 12:31 AM CST MUNSTER | Most U.S. auto manufacturers n General Motors Corp. included n have had a difficult time appealing to and connecting with customers in the youth market. To help build a relationship among those elusive 18 to 24 year olds, GM has solicited the help of students from Munster High School. According to GM, this demographic group, which is expected to account for one in five vehicles purchased by 2010, has a greater acceptance of import vehicles because they think the quality of domestic vehicles lags behind imports. GM developed the Axis web site to remedy this perception. Although it is aimed at the youth market, the web site isn't getting many hits, and GM wants to know why. Since October, the 24 students in the AP Composition and Language class at Munster High School, taught by Rob McCall, have been critiquing the web site. Today they are traveling to Detroit to present those findings to GM executives. Originally, the GM executives were going to come to Munster for the presentation. But now the gang will be loaded into buses this morning for the drive to Detroit. "We thought with the kids going to GM, they would get a broader experience," McCall said. "This assignment goes outside the walls of the high school, into real life." GM had learned of Munster High School's interest in problem-based learning, and contacted McCall earlier this year. "AP Comp is all about critical thinking and problem solving," McCall said. "The students have to find a solution to a problem and be able to communicate that solution. Like teens today, these students are very critical. But the skills they have worked on and developed are very worthwhile." The students have researched different aspects of the problem in groups, developed an individual paper, group paper and a group presentation with a solution. Student Shobha Pai, 18, said at first the project seemed overwhelming. But when the tasks were divided among five groups of students, they became more manageable. "We used our writing skills to pull the presentation together, and it's a great opportunity for public speaking," Pai said. Kay Jarboe, in GM's youth marketing department, said the project is helpful to the company in two ways. "We want to do something with youth on general business development," Jarboe said. "These students will be using their presentation skills and thinking outside the box. This helps us help to develop future GM employees. It also lets us see what kids are thinking." Nick Stolarz, 18, said that although the web site is built to appeal to youth, it's not effective at marketing GM products. "There is information about concerts and contests but nothing about GM and their cars," Stolarz said. "If their goal is to get their name out there, they aren't doing the job."

[IbuyGM]

Its about time GM asked the future what they like. Too bad its high school students and they dont tap into the resources of interns and co-ops they hire throughout the US. The younger generation has grown up on Honda and Toyota and as they get older, will buy nicer vehicles from these brands. GM did okay with the cobalt but its still expensive. If GM cut 10-15% off all vehicle prices, especially the SUV's they would sell like hot cakes. Applaud to GM for talking with the youth, now hopefully you listen to what they have to say

[Newbiewar]

Its about time GM asked the future what they like.  Too bad its high school students and they dont tap into the resources of interns and co-ops they hire throughout the US.

The younger generation has grown up on Honda and Toyota and as they get older, will buy nicer vehicles from these brands.  GM did okay with the cobalt but its still expensive. 

If GM cut 10-15% off all vehicle prices, especially the SUV's they would sell like hot cakes.

Applaud to GM for talking with the youth, now hopefully you listen to what they have to say

[post="61991"]<{POST_SNAPBACK}>[/post]

customers want more then rebates in their cars... like the article that i just posted

GM must wow customers with gadgets and creature comforts...

[PurdueGuy]

Did they take this "axis" site down? If not, then they might start by making it EASIER TO FIND. I googled "gm axis" and general motors axis" and found nothing within the first page or so, which is where I would expect to find it.

[FUTURE_OF_GM]

According to GM, this demographic group, which is expected to account for one in five vehicles purchased by 2010, has a greater acceptance of import vehicles because they think the quality of domestic vehicles lags behind imports.

WOW! What a revelation.... Sorry GM, but if you're just now finding this out then something is bad wrong.

This is why EFFECTIVE marketing and PROMOTION of improvements is so sorely needed.

People have developed the outdated schema that Detroit still produces trash and good product alone is not going to fix that. (As is obvious by perception STILL lagging reality despite on par quality scores)

GM developed the Axis web site to remedy this perception. Although it is aimed at the youth market, the web site isn't getting many hits, and GM wants to know why.

Because, like everything else "GM"; nobody KNEW about it...

I sure as hell didn't and I'm a GM enthusiast site moderator AND in that age range.

"There is information about concerts and contests but nothing about GM and their cars," Stolarz said. "If their goal is to get their name out there, they aren't doing the job."

So typical GM :rolleyes:

[Bizz]

Originally, the GM executives were going to come to Munster for the presentation. But now the gang will be loaded into buses this morning for the drive to Detroit.

dumbasses. why not shuttle them in the exact vehicles they are attempting to market to this audience? no high schooler likes to ride the bus.

[Flybrian]

dumbasses. why not shuttle them in the exact vehicles they are attempting to market to this audience? no high schooler likes to ride the bus.

[post="62113"]<{POST_SNAPBACK}>[/post]

Exactly. Just like how they shuttle people when that park in Chicago was closed, get a nice fleet of XLRs, Solstices, new Tahoes, and the like.

[NOS2006]

OMG! Let me effing help! Ahh!

[razoredge]

Like teens today, these students are very critical.

This is nothing "new", hello !

Nick Stolarz, 18, said that although the web site is built to appeal to youth, it's not effective at marketing GM products.

"There is information about concerts and contests but nothing about GM and their cars," Stolarz said. "If their goal is to get their name out there, they aren't doing the job."

This is nothing "new", hello !

[post="59659"]<{POST_SNAPBACK}>[/post]

[Cadillacfan]

I didn't even know it existed until now. GM needs to do more then have clever marketing. They need product that people want.

[!!!TED!!!]

Has anyone been able to find this GM axis site?

[post="62241"]<{POST_SNAPBACK}>[/post]

http://www.givemeaxis.com/Home.aspx

Turn your speakers down btw. :P

[JazzyChef]

http://www.givemeaxis.com/Home.aspx

Turn your speakers down btw. :P

[post="62292"]<{POST_SNAPBACK}>[/post]

Hopefully those kids wrote down exactly what I wrote down. I represent the 18-24 age group... and I could tell GM exactly what they need to change. Haha they should have asked me!

That axis website has no link to GM cars at all!!! Maybe that's the problem with the website. I thought it was suppolse to somewhat promote their cars?

[turbo200]

What? what the heck is that website supposed to be good for? Can I win a car through it, that would make me go there. And only then for a brief period of time. I guess I can't judge since I'm not a member. Typical NW Indiana fluff piece, sounds as if IT was written by a high school student. This article gives nothing of merit, aside from promoting the Axis website better than GM has, since this is the first I've heard of it. Munster, IN is not a diverse enough pool to truly represent the consumers of the US, or their desires in cars. They're also not enlightened enough, the students, I mean. It's just a fact of the environment.

[!!!TED!!!]

GM would do well to have relations with Cheers And Gears. Screw Axis (I too never heard of it before).

[razoredge]

Typical NW Indiana fluff piece, sounds as if IT was written by a high school student. This article gives nothing of merit, aside from promoting the Axis website better than GM has, since this is the first I've heard of it. Munster, IN is not a diverse enough pool to truly represent the consumers of the US, or their desires in cars. They're also not enlightened enough, the students, I mean. It's just a fact of the environment.

[post="62300"]<{POST_SNAPBACK}>[/post]

what the heck is this supposed to mean? Your shaking it a bit too much and its beginning to swell like self gratification. Are you so "enlightened" as to know whats "typical" in NW Indiana ? Im beginning to see a bit of whats typical in another geograghic.

[sigma]

They could start by showcasing some GM cars targeted at that demographic like the HHR, Cobalt, and Solstice. Throw in some good old fashion GM "ahhhh" cars like the Corvette and CTS-V. These kids need to see these cars and read about them. Show them that GM can be cool.

[Cortazzo]

None of GM's brands represent any kind of honest technological progress. Even their last big splash, DoD, Chrysler beat them to market with it. I believe that offering exciting kinds of powertrains across the board in a brand like pontiac would do wonders. Instead of using mostly v6s, make all models of reasonable size standard with a 4 banger and turbo option, make a stick available on all models. Look at the new honda civic, a lot of folks on GM boards have scoffed at it, but as a 18-24 person, i think the LED displays look cool, and it's different from all of the other cars out there, and its affordable. I bet the new Civic Si will sell very well and give honda credability again, i bet they would do even better if they brought over the great looking european spec hatch. To sum it up, GM needs to make cool small cars, the HHR misses the mark because it's retro and appeals more to middle aged buyers. The cobalt, while a good small car, is somewhat forgetable IMO.

[turbo200]

what the heck is this supposed to mean? Your shaking it a bit too much and its beginning to swell like self gratification. Are you so "enlightened" as to know whats "typical" in NW Indiana ? Im beginning to see a bit of whats typical in another geograghic.

[post="62314"]<{POST_SNAPBACK}>[/post]

I'm from Indiana. I went to the high school system next to Munster and I went to a high school system in Evanston, IL. Out of the top graduating class, the school in Indiana had around 800 kids. Ten would be attending ivy league schools, a great percentage had no plans to go to school at all, and an even greater percentage would be attending a community college at home. Now, I am not saying there is anything wrong with that last option; I am attending community college, only I am 3000 miles away from home; while a HUGE percentage [I won't pull a number out of my ass, I won't be dishonest to you] back home in IN stayed home. This speaks to thier unadventurous, unwordly, "I've never been anywhere and want to remain in the shadow of my parents", attitude, in general. I grew up there, I should know.

The school in Evanston had roughly the same amount of graduees. 100 of the top students were going to Ivy League schools as well as comparable schools on the West Coast. The number of students staying home was significantly less, and there were a much larger number of students staying in the area going to universities as opposed to community colleges.

Going to school in Evanston, a peace rally before the war was not uncommon. 9/11 commeerations, committees, volunteers were rampant. Social consciousness and culturally aware people were abound. This was not the case in IN.

Before you speak and challenge, recognize that people don't make comments like the one I made of without knowing what I am talking about.

[PurdueGuy]

It IS good to note, however, that many businesses that want to test-market products do so in Indiana. This may not be true across all product fields, of course, but with many products it is said "if it can do well in Indiana, it will probably do well elsewhere in the US". I can believe some of the things you said quite easily, turbo200, but you have to remember that not all of the world is "worldly" and "adventurous". Learning from a variety of markets is, of course, best. I hope GM is doing some things like this in other areas, but don't dismiss something as worthless just because you don't like Indiana.

[turbo200]

Oh, I love Indiana. I really like the people and appreciate everything they have to add. They're just not that high on the education totem pole, where I come from [hehe, well part of my life anyways]. There is a distinct sense of underachieving. That's common at school and as much as I say they are un-enlightened, it's especially true to me regarding ideas for fixing a website. I can imagine the minimalist and underachieving attitude they took towards working on this project, unless it was the AP class. They would take a project like this more seriously. The prepared statement the teacher gave made me groan, it sounded more to me like just another lesson plan, and not something anyone paid particular attention to. I obviously could be very wrong though. I appreciate and agree with you though that leaning from a variety of markets is best. I don't dismiss Indiana as worthless either. I just see through the underachieving attitude many of the students have, and that's it cultivated by lacadaisical school plans and parents who don't push thier students hard enough. Edited December 23, 2005 by turbo200

[funkypunnk]

What? what the heck is that website supposed to be good for? Can I win a car through it, that would make me go there. And only then for a brief period of time. I guess I can't judge since I'm not a member.

Typical NW Indiana fluff piece, sounds as if IT was written by a high school student. This article gives nothing of merit, aside from promoting the Axis website better than GM has, since this is the first I've heard of it. Munster, IN is not a diverse enough pool to truly represent the consumers of the US, or their desires in cars. They're also not enlightened enough, the students, I mean. It's just a fact of the environment.

[post="62300"]<{POST_SNAPBACK}>[/post]

Actually, Chicago, which NW Indiana is merely a suburb of, is pretty diverse while not being overly import biased like the left coast. Munster is the most affluent town in NW Indiana and Munster High consistently has the best test scores in Lake County Indiana. Most of these kids are already driving newer cars or will be at graduation and therefore are probably closer to buying, through their parents, a new car then most. Yes, it is a fluff piece, but I believe the midwest tends to best represent the average car purchaser. If not being enlightened means not favoring imports above all else because that is the local culture, then I'd rather have my head in the sand.

We should all just be happy that GM is at least trying to connect with a younger market.

[funkypunnk]

Oh, I love Indiana. I really like the people and appreciate everything they have to add. They're just not that high on the education totem pole, where I come from [hehe, well part of my life anyways]. There is a distinct sense of underachieving. That's common at school and as much as I say they are un-enlightened, it's especially true to me regarding ideas for fixing a website. I can imagine the minimalist and underachieving attitude they took towards working on this project, unless it was the AP class. They would take a project like this more seriously. The prepared statement the teacher gave made me groan, it sounded more to me like just another lesson plan, and not something anyone paid particular attention to. I obviously could be very wrong though.

I appreciate and agree with you though that leaning from a variety of markets is best. I don't dismiss Indiana as worthless either. I just see through the underachieving attitude many of the students have, and that's it cultivated by lacadaisical school plans and parents who don't push thier students hard enough.

[post="62573"]<{POST_SNAPBACK}>[/post]

NW Indiana stretching as far as Porter county is less like Indiana and more like Chicago. That is why it is on the Chicago time zone, watches Chicago TV, reads Chicago newspapers, etc. It also shares the Chicago demographics. Within NW Indiana, Munster is the hightest performing High School as I stated above. One of the top ten performing K-8 schools is in the town I live in and it would be in the top 20 in Illinois. I wonder where you were from as your statements truly reinforce that you probably did get a poor education. Then again, it is what you make of it and you appear to not have done so well or you would realize that Indiana is not a poor ranking educational state. I am not defending Indiana because I like it, just because it is fact.

[razoredge]

Boy turbo, Ive been accused of alot of bias, bigotry, sexist and other things that are not coming to me at this time. Thing is I know why there is all kinds of people in this world and what makes them as they are. Id hardly call it under achievement or many of the other horrible faces you have painted on diverse interests in populations. I came from a grad class of 72 of which maybe ? 3 or 4 could have went to "ivy league" schools. Somehow I dont think the rest of us were under achievers or worthless or unworldly. Where I live now there are men, real men that have rarely left the county yet they run prosperous, hard businesses and have ambition and accomplishment by far out reaching anything you can yet imagine at your age. Im always glad to hear about younsters looking forward and keeping their axe to the grindstone however its not only sad but its sick how I see some of you young college kids stick your nose in the air at people that have other interests and ambitions. I cant believe you think its a easy walk in the park for those of us that did not "do" college. Or that, therefore we lack culture or awareness or "worldlyness", though I may be glad to pass on that "worldlyness because it appears there is an attitude price that comes with that one. I am fortunate to have met and known many successful MATURE former college grads that have a high level of respect for the likes of my kind and our abilitys to withstand that which they could never. I say fortunate because this helps me to know attitudes like yours and a few others are a minority. For you, I hope with time and experience you will realize the merit of diversity of interests as you are accepting of diversity of culture, race, sex, gender and creed. For at this point in time it appears you have contacted a bit of snobbery. Perhaps in time you will be able to look beyond what you are seeing and see exactly what you are looking at.

[FUTURE_OF_GM]

What? what the heck is that website supposed to be good for? Can I win a car through it, that would make me go there. And only then for a brief period of time. I guess I can't judge since I'm not a member.

Typical NW Indiana fluff piece, sounds as if IT was written by a high school student. This article gives nothing of merit, aside from promoting the Axis website better than GM has, since this is the first I've heard of it. Munster, IN is not a diverse enough pool to truly represent the consumers of the US, or their desires in cars.

Axis seems to be just like anything else GM.... A giant charity case. Just like with pension and the rest of the marketing efforts, GM gives a large sum of money and gets nothing in return.

They're also not enlightened enough, the students, I mean. It's just a fact of the environment.

Not so sure I would agree with that... Enlightened? Hmmm.....

[FUTURE_OF_GM]

what the heck is this supposed to mean? Your shaking it a bit too much and its beginning to swell like self gratification. Are you so "enlightened" as to know whats "typical" in NW Indiana ? Im beginning to see a bit of whats typical in another geograghic.

[post="62314"]<{POST_SNAPBACK}>[/post]

:rotflmao:

There is a distinct sense of underachieving

IMO, this sums up america in general, not IN.

If not being enlightened means not favoring imports above all else because that is the local culture,

Somehow that's what I gathered. And given the apparent import is better, smarter and superior attitude in america (Even supported by studies in the media, our old friends) it's just reinforced.

In my opinion, being 'trendy' and a follower is far less enlightened as opposed to measuring things on merit and making a decision.

For example; why buy a Ferrari that costs more just because that's in style when a Z06 costs less and has better merit? Of course, then personal bias comes into play somewhat and that probably skews the whole thing.

of which maybe ? 3 or 4 could have went to "ivy league" schools.

And therein lies the catch.... And yes, I do subscribe to the Conflict Perspective of Social Psychology. Uneven distribution of 'could haves' creates what kind of person or achievements that become you.

however its not only sad but its sick how I see some of you young college kids stick your nose in the air at people that have other interests and ambitions.

I agree and sadly I can even see this in myself sometimes... It's not because people are inconsiderate, it's just what we've been taught. We are conditioned to believe that college is the only means to success from day one. At my high school, if you didn't go to college then you were a NOBODY and it was all some huge race in which the more behind you fell the bigger loser you became (Just like in typical american culture) It took me a while to realize that success is characterized by much more than money and a piece of paper that basically says you're a 'part of the club' and that different people have different definitions of success and happiness.

[IbuyGM]

Wow, calling 18-24 unelightened. Yeah, thats what a lot of people think. 1. This age groupd accounts for over 1billion dollars of spending a year 2. Have not really established themselves with any particular car company, yet because still driving first car given by parents. 3. Ran into a lot of 18-24 yr olds who know a hell of a lot about GM and other car businesses. 4. Just because they cant tell you the 0-60 time of every GM car ever produced does not make them unelightened. 5. The axis site shows nothing of GM, so hopefully these kids helped, come on, you expect the changes to have happened that fast 6. The 18-24 age group is the future 7. 18-24 age group is very intelligent and has grown up in the computer age. There are some who are so smart they can hack into websites. It was a 18-24 yr old that hacked into Al-Jazzeer and put an american flag on it after 9-11. 8. The earning potential for 18-24 years old is higher than for any other demographic, so its smart of GM to go after them. 9. More would speak up on this site, except for the fact that the so called experts and what not berate them and feel they cant bring anything to the table because they are young. And from what I read, the young ones are on the ball a lot, its just that most of the community doesnt want to read it, because if it doesnt involve RWD or bringing back the Camaro, then there is no other possible fix for GM. Which by the way, most people are not in the market for a Camaro, look at the hottest selling vehicles. 10. 18-24 year olds will some day be your boss.

[Guest YellowJacket894]

I fall into that group and I like GM products. As a matter of fact, I'm looking into a used Camaro. But of course, I'm not buying a new and unused GM car (although if I could swing the payment, I'd take a jet black Cobalt SS or Camaro SS, when it debuts). And I can't speak for everyone else in the age group people throw me into as a whole, either. (But, if I could, we'd all still be listening to bands from the '90s rock scene and would be using Hondas as something to start bonfires with.) And, yeah, that website isn't the easiest thing to find, either.

[razoredge]

Wow, calling 18-24 unelightened.  Yeah, thats what a lot of people think.

I think you misunderstood some of us on both sides 

1. This age groupd accounts for over 1billion dollars of spending a year

whos money ? and because they must be trendy

2.  Have not really established themselves with any particular car company, yet because still driving first car given by parents.

3.  Ran into a lot of 18-24 yr olds who know a hell of a lot about GM and other car businesses.

4.  Just because they cant tell you the 0-60 time of every GM car ever produced does not make them unelightened.

5. The axis site shows nothing of GM, so hopefully these kids helped, come on, you expect the changes to have happened that fast

6.  The 18-24 age group is the future

when their time comes, thats like saying the 4-9 year olds are the future

7. 18-24 age group is very intelligent and has grown up in the computer age.  There are some who are so smart they can hack into websites.  It was a 18-24 yr old that hacked into Al-Jazzeer and put an american flag on it after 9-11.

Im sure they have thier ups and downs, do's and dont's, plus's and minus's, vast array of different interests across a diverse population of "types", just like every other generation

8. The earning potential for 18-24 years old is higher than for any other demographic, so its smart of GM to go after them.

Its smart for GM to look at the entire population yes and higher earning potentials due to time related inflation

9. More would speak up on this site, except for the fact that the so called experts and what not berate them and feel they cant bring anything to the table because they are young.  And from what I read, the young ones are on the ball a lot, its just that most of the community doesnt want to read it, because if it doesnt involve RWD or bringing back the Camaro, then there is no other possible fix for GM.  Which by the way, most people are not in the market for a Camaro, look at the hottest selling vehicles.

dont know what your talking about here, most of the posts and opinions come from younger people. I dont berate them, I do try to give them another side to look at if I think they are missing something or being offensive, there is a few things missing when looking at the world through young idealistic eyes.

10.  18-24 year olds will some day be your boss.

never......think about it ?

[post="62919"]<{POST_SNAPBACK}>[/post]

[drake]

Im in the 18-24 age group, and all I can say is that right now GM really doesn't have anything on the new market that appealls to ME that i could actually buy right now besides one of their trucks...

[Robert Hall]

Maybe GM needs to go the Scion route (new brand) to attract the kiddies to the dealers...

[IbuyGM]

Razoredge, Does it matter whose money it is? Even if its the parent's money, those same parents will fork over money so their kid can get the car they desire. So yes, it makes sense to target the younger generation, just like the Tobacco company did. You ever seen such shows on MTV as My Sweet Sixteen. Not one parent got there kid a GM, it BMW, Mercedes... even a Toyota. And I know this show is the extreme but GM does not need to forget out about the 18-24, because this generation will be buying cars longer than their predecessors.

[razoredge]

Razoredge,

Does it matter whose money it is?  Even if its the parent's money, those same parents will fork over money so their kid can get the car they desire.  So yes, it makes sense to target the younger generation, just like the Tobacco company did.

You ever seen such shows on MTV as My Sweet Sixteen.  Not one parent got there kid a GM, it BMW, Mercedes... even a Toyota.  And I know this show is the extreme but GM does not need to forget out about the 18-24, because this generation will be buying cars longer than their predecessors.

[post="63946"]<{POST_SNAPBACK}>[/post]

Yes you are correct. I never questioned the purpose of GM targeting the younger people, it will take at least two generations to turn the opinion of the majority of youth around. As your TV program shows, status quo is everything......which it is....its an all polluting ignorance of prejudice placed against all that is not status quo by the politically correct and highly "cultured" crowd

Imagine that !

:lol:

[bobo]

Most current GM products are pretty lackluster. I would think that the Cobalt, HHR, and Solstice have some youth appeal, but not much else.

[Petra]

From what I've seen, I'd say that GM is on track to provide some models that appeal to the 18-24 crowd... especially the Camaro. I wouldn't be too concerned about this market until about 2010, though. These new buyers won't be making enough money to afford a new car until then, unless their parents buy a car for them. At the same time, though, GM can't forget about the Boomers. They're the ones who have the most money for new cars. It is a delicate balancing act.