Just who to target for advertising a car has always been a problem for car makers. Many choose to go after the family with SUVs and minivans, hoping to get the working moms and pops of the world into the dealerships. Others, like General Motors for example, hire people from the MTV crowd in an effort to garner the approval and money of the younger generation. That’s exactly what Toyota tried to do when they launched the Scion, they hoped that younger buyers would come in vast numbers for a hip new car. The problem with the younger buyers these days is credit approval. With the recession playing a major role in it, the new generation is not getting approved and are not buying cars.

What are the auto makers to do then? With car sales rebounding after years of being in the tank, it’s the question now of how to best target to make the best of the sales resurgence. If the youth crowd, who only make up about 27 percent of new vehicle sales, aren’t the answer, than who is?

A recent article in The Atlantic shows that the industry is finding the Millennial generation to be the real power in car sales. Making up more than 40 percent of the potential car buying population, it’s the challenge of convincing them to purchase their vehicle. As Mark Bradbury, the AARP’s director or insights said, “So many automakers target millennial, but they’re just not buying cars. Not a lot of people pay attention to what the 50-plus car buyers are looking for.

Jeep is trying to change that. They have already made a point of trying to get this demographic on board with their brand. They are among one of the few automakers to take out ads in AARP magazine. It’s just a question of if this new tactic to capture the audience will pay off for Jeep. Bradbury thinks it could work, “It is possible to do it, we’ve seen it done.”

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