American automakers shift their focus to smaller vehicles and younger consumers. Who’s buying?

• Ford, Chrysler and GM are attempting to expand their consumer base by utilizing social media platforms such as Facebook.
• Dealerships are remodeling their stores and lots, so they no longer resemble truck lots and instead have a clean, modern aesthetic intended to appeal to people who buy small cars.
• Salespeople are being taught how to effectively discuss potential buyer concerns, such as fuel efficiency, as well as how their cars compare to Toyota’s and Honda’s.

Facts & Figures

• In 2009, small cars made up 19% of the 8.65 million light vehicles sold in the U.S, which pickups and SUVs composed 46%.
• Only 7% of “millennials” (people born between 1979 and 1985) consider a Ford when shopping for a small car.
• Ford will send a social media consultant to its largest 800 dealerships – about 25% of its stores, to build an online infrastructure within the company.

Best Quote

“Gas prices and lifestyle changes are going to push more people into small cars.” – Tony Pack, General Manager of “Five Star Ford” in Dallas, TX