????多年來，汽車廠商一直采用兩種方式應對這種局面：要么設計一款緊湊型車來為時尚機動的生活方式代言，要么在這類車上裝滿最新科技。比如，雪佛蘭（Chevrolet）Spark就把蘋果公司（Apple）的語音操控軟件Siri整合到了車上。

????波士頓大學（Boston College）市場營銷教授亞當?巴塞爾表示，這么做行不通。他以本田的Element為例解釋說：“這款車最初是為年輕的探險愛好者設計的，可最后證明，那些追求復古、年紀較大的人卻喜歡上了它寬敞的后備箱。”

????巴塞爾還表示，盡管給車輛搭載最新的智能手機技術能讓駕駛更安全，但這還是不太可能吸引得了年輕人。畢竟，一輛車的平均壽命大約在10年左右，而這類小玩意很快就會過時。

????巴塞爾還稱，不管一款車設計得如何，汽車廠商總能通過富有創意的營銷來獲得消費者更大的響應。四年前，福特汽車公司（Ford）通過一項社交媒體推廣活動來推出緊湊小車嘉年華（Fiesta），成為營銷界的寵兒。公司借給100位富有影響力的博主每人一輛嘉年華，讓他們試駕一段時間，同時密切關注他們的一舉一動，從用這輛車送餐，到號召Twitter和YouTube上的粉絲們唯冠。這款車由此獲得大賣。

????如果汽車廠商能想出更好的辦法，再讓開車顯得時尚起來，千禧一代也許還會喜歡汽車的。（財富中文網）

????譯者：清遠

????Over the years, automakers have generally responded in two ways: They've either designed compact vehicles that suggest a kind of hip and mobile lifestyle, or they've loaded these vehicles with the latest technologies. For instance, the Chevrolet Spark has integrated Apple's voice-activated Siri software into the car.

????Such efforts are misdirected, says Adam Brasel, a marketing professor at Boston College. He goes back to the Honda Element. "It was originally designed for the young adventurer, and as turned out, older people who went antiquing really liked it for the trunk space."

????And while loading cars up with the latest smartphone technologies could make driving safer, it's unlikely to draw young drivers, Brasel says. After all, the average life of a car is roughly 10 years, and such gadgets quickly become outdated.

????However a car is designed, automakers will likely get a bigger response through creative marketing, Brasel says. Four years ago, Ford (F) became a marketing darling when it unveiled the Fiesta subcompact car with a social media campaign. The company lent 100 influential bloggers a Fiesta and had them drive it for a while, capturing their adventures doing everything from delivering Meals on Wheels to eloping for all on Twitter and YouTube to see. Sales took off.

????Millennials may very well learn to like cars again if automakers come up with better ways to make driving look cool again.