Ever year, it becomes more obvious to the auto consumers that young people are becoming much less interested in buying and driving vehicles. One of the most recent reports from AlixPartners labels this new, neutral generation "Generation N" (short for Neutral). So how is the industry working to target these young drivers? On instance involves a partnership with iconic toy brand Lego.
Recently, American automaker Ford began to sponsor a Driving School exhibit at Florida's new 150-acre Legoland Theme park in partnership with auto dealerships in the Southern United States. The partnership is confirmed for three years, but it extend for much longer.
Stephanie Webb, Spokeswoman for Team Detroit/Retail First, the ad agency overseeing the Southern Ford Dealers, explains, "The partnership is still very new, but we've seen success with using park admission tickets as a way to drive traffic to dealerships, incent vehicle test drives, and as a value-add for giveaways on the Southern Ford Dealers' new Facebook page."1
The exhibit holds mock city roads equipped with small Lego cars that children can take for a spin. It also has a retail store with Ford merchandise, a life-sized Ford Explorer made out of 380,000 Lego bricks, a promotional video about the Lego Explorer, and auto-themed music
If you get a chance, don't hesitate to visit the Legoland exhibit. It certainly does look exciting! In the meantime, why not browse our incredible selection of new Ford models? They aren't built out of Legos, but they are quite impressive! Stop by Veterans Ford, conveniently located at 3724 Veterans Memorial Blvd Metairie, LA 70002 today for a test drive>!