Tips for Selling to the Millennial Car Buyer (Pt.1)
The landscape of the automotive industry is shifting. Recently GM invested $500 million in Lyft, Volkswagen invested $300 million in Gett, Toyota invested an undisclosed amount in Uber and in Getaround, Apple invested $1 billion to Didi Chuxing (Uber’s biggest rival in China), Tesla has announced plans for a fully autonomous ride-sharing service called Tesla Network, and Hyundai is targeting Millennials with a new subscription program that will “make car ownership as easy as owning a phone.”
With so much growth surrounding ride-hailing and ride-sharing services, one might think that the future of car buying is bleak…but think again.
Less than 8 percent of Millennials said they decided to use ride-hailing services to avoid or postpone a car purchase.
Fifty-two percent of 18-33-year-olds say they plan to buy a car in the next one to five years.
Millennials are just waiting longer to buy cars, just like they are waiting longer to get married, buy a home, and have children.
It’s important that dealers, automakers, and marketers understand who the next generation car buyers are since Millennials are positioned to become the dominant car buying group.

A new generation of car buyers.
Half of Millennial car shoppers are open to any brand. Millennials won’t buy cars for status, image, or brand loyalty. They view cars as a practical need instead of an emotional want.
More than half of Millennials said they would buy an autonomous vehicle, with almost 75 percent saying they would be comfortable having artificial intelligence system drive their vehicle. Millennials are not as interested as other generations in raw engine horsepower or torque, instead they want affordable, environmentally friendly, sleek design, and high-tech features.
Fifty-four percent of Millennial men agree that women are equal or better than men at car shopping, compared to 48 percent of Baby Boomer men, and 60 percent say that women are strong negotiators, compared to 49 percent of Baby Boomer men.
Twenty-five percent of all consumers getting vehicle repair or service are Millennials. This will likely rise as Millennials age and increase the number of vehicles in their growing households.

Seventy percent of Millennials say they are willing to pay more for quality vehicle maintenance/service. Millennials have a higher proportion of vehicles with extended warranties, and owners with extended warranties are typically more likely to use dealerships for service.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


No comments

Leave a Reply

Join Just

Entrepreneur Training
Public group · 229 members
Join Group
Last year the Richie Bello sales training agency gained a ton of positive reviews and exposure for being a world class sales training agency, and now ...

Video of the day

Richie Bello West

Have any question ? Now you can direct contact me