The goal for every dealer and OEM is to help them as a first time buyer and earn their loyalty so multiple purchases can be made throughout their lifetime. As a generation raised in the shadow of a recession, making a purchase as large as an RV can at times seem overwhelming. Millennials are often more prone to rental or sharing options rather than purchasing a unit themselves, which is why it is important to offer guidance and options throughout the process. As a dealer for instance, promoting payment options over unit price, developing leasing options, highlighting how your parts and services teams will continue to serve them into ownership and reinforcing that your relationship will continue long after the dotted line is signed. As an OEM, it all comes down to your brands image. These millennial consumers pay attention to brands that align with their values — so think about marketing campaigns that relate to their lifestyle, giving back to the larger community or promoting your brand’s unique value proposition. Focusing your efforts on creating an ongoing, positive brand experience will get you lots of points with the millennial buyer and help position you as a contender when they go to make their first and future purchases.
Even though the millennial generation has it’s “challenges”, they are looking to lead lives in line with the values of the RV industry — family and community focused, adventurous and free to roam. Engaging this generation may take more work on the front end, but they hold more opportunity than any other generation that has come before them.
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