Aim young; no, younger; Millennial potential is huge as Toyota, Ford hit the high notes: Music, fashion, fun, sports, technology.(automakers aim for teen market)(Brief Article)(Industry Overview)(Statistical Data Included)

Advertising Age, April, 2001 by Washington, Frank S.

The youth category by any name-echo boomer, Generation Y, millennial or simply teen-ager-is attracting more of the auto ad pie as marketers move dollars out of traditional media and into lifestyle marketing programs.

Toyota Motor Sales USA estimates that 4 million will reach driv-ing age every year until 2010. It's easy to see why kids who ride bicycles, skateboards or lace up in-line skates and spend much of their time surfing the Internet-but aren't old enough to drive-are being courted by carmakers. ``There's an emerging generation that is coming out of their teen-age years that is going to be as large or larger than baby boomers, and all of us manufacturers have recognized the huge potential,'' says Steve Sturm, Toyota Division VP-marketing. ``It's there,...

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