Advertising Industry
Industry: Email Alert RSS FeedHonda's in hot pursuit of Gen X; With all the boomers it can handle, automaker goes after new demo.(News)(Honda Motor Company Ltd.)
Advertising Age, September, 2007 by Halliday, Jean
Byline: JEAN HALLIDAY
jhalliday@adage.com
It seems as if everybody is suddenly chasing boomers-but not Honda's Accord. With that demographic already firmly in hand, the brand is now turning its attention to Generation X.
The move follows a determination by American Honda Motor Co. and its agency, RPA, Santa Monica, Calif., that there's an untapped opportunity for Gen X and the Accord. David Berne, strategic planning director at the agency, said that although the older members of that demographic are moving into their peak car-buying years, they have yet to form strong brand opinions.
The median age of Accord buyers this year is 54, which is equal to the median age across all midsize-car buyers, according to Alexander Edwards,...
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