Automakers pursue the elusive Gen Y customer

A group of Texas Tech University business administration students created a marketing plan in connection with a Deloitte Research study, "Connecting With Gen Y: Making Cars Cool Again."

The Deloitte study, released last month, underscored millennials' desire for connectivity, style and safety. The Texas Tech students' marketing plan stressed how much social networking and advice from family members and friends counted in buying decisions.

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