Millennial marketing

A range of concept cars is being developed to snare the next wave of car buyers, writes motoring editor ALASTAIR SLOANE.

The futurists at Chrysler have come up with a new word: "Millennials". They use it to describe those aged between 14 and 21, or the next generation of car buyers.

Chrysler wants to be ready when the Millennials go shopping for their first car. That's why it has been working on concept vehicles, mostly based around lifestyle.

"The Millennials have a different outlook on life than their predecessors, the Baby Boomers and Generation X," says Trevor Creed, chief designer for the Chrysler Group.

"For them, minimalism is good. Fun is good. Practicality is good.

"They ignore traditional advertising messages. They don't like fussy, pretentious design, shun large family vehicles and ignore the luxury trappings enjoyed by their grandparents, parents and older brothers and sisters.

"In fact, why bother with things like upholstery trim when painted surfaces in the cabin are more functional?

"Likewise, dispense with the mass-produced radio/CD player, because Millennials prefer to fit their own entertainment systems to suit their tastes. Just as long as there are places to put fun stuff, like skateboards and kick scooters."

Chrysler's research into Millennials is mirrored in four different concepts - two four-wheel-drive Jeeps, a sports car and a small pick-up truck from Dodge.

The Jeep Willys 2, loosely styled on the Second World War original, could be the forerunner of a new entry-level model in the Jeep line-up.

"Millennials will continue to be drawn to vehicles equipped with four-wheel-drive to transport them to their leisure activities," says Creed.

"The Willys 2 is seen as an outdoors fun vehicle for younger buyers with a practical nature."

The Willys 2 uses a turbo-charged four-cylinder engine. It the vehicle went into production it would have a plastic injection-moulded body for lighter weight and cheaper production costs.

Creed's design team also created an entirely new Jeep aimed at Millennials who prefer an urban-styled vehicle with rally car-type performance.

The two-door Compass is based on a shortened Jeep Cherokee floorplan and uses the Cherokee's 3.7-litre V6 engine and all-wheel-drive system, without the low ratio transfer case.

There is a hint of the Cherokee styling in the nose, which is grafted to an aggressive-looking body. The spare wheel is set into the rear opening door and bumper.

The Compass is tuned towards sporty driving and the interior has four individual bucket seats with full race harnesses.

The instrument panel looks like the cockpit of a fighter jet.

"You can play hard and be rough with this vehicle," says Creed.

Chrysler designers borrowed the name of a popular fold-away kick scooter - a favourite toy of Millennials - for its lightweight Dodge Razor sports car.

Inspired by European sports cars of the 1960s, the two-seater Razor is small for an American car, measuring just over 3.7m long.

"It's a two-door sportster that is all about fun and attitude, without the excessive trimmings of many of today's sports cars," says Creed.

The rear-wheel-drive Razor is an example of minimalism. It has only one instrument in front of the driver, there is no standard radio and no opening rear hatch.

Luggage is stowed behind the seat from the inside, like the old Austin Frogeye Sprite. The windows wind up by hand.

The concept is powered by a 187kW 2.4-litre turbocharged four-cylinder engine, which propels the Razor from zero to 100 km/h in about six seconds.

The same desire for practicality and simplicity is expected to lure Millennial buyers to the ubiquitous pick-up truck - and Chrysler's vision for the future is the Dodge M80.

The M80 is built on a modified dodge Dakota platform, uses a 3.7-litre V6 engine and four-wheel-drive running gear and owes its rounded cab styling and prominent fenders to the 1939-41 Dodge working trucks, brought up to date with a modern grille and 20-inch wheels. The 1.5m bed is protected by a plastic liner and incorporates tiedown cleats for carrying bikes, skis and surfboard racks. Handy lockers for tools or other items have been built into the body just in front of the rear wheels.

Inside the cab there is plenty of painted metal and brushed aluminium surfaces, which are serviceable and unfussy.

"The Dodge M80 is very functional and could be put into production relatively easily, because most of the components are off-the-shelf," says Creed.

Motoring industry watchers are betting on which of the latest crop of Chrysler concepts will make it into production.

The smart money is on the Jeep Willys 2 first, followed by the Jeep Compass and Dodge M80. But reaction to the concepts has been such that the Millennials might have to wait - the Baby Boomers and Generation X buyers want first crack.