Target Audience Meet Raul Rodriguez
Nothing improves my mood more than driving while listening to my favorite playlist. Whether I am on my way to work, the club, or to a soccer match, my tunes and my ride are what get me there feeling fresh and on top of the world. I will always be connected to my heritage and plan on advancing my culture as I show my individuality to the world. No matter how much I bounce around Los Angeles, my family is always near. I am at a point in my life where I feel I can do anything and go anywhere. My car is what gets me to whatever destination I choose. My friends and I have driven all over California for music festivals and world class soccer tournaments. It seems I am always driving, and my car is what helps make my life spontaneous and exciting.
Meet Courtney Williams
Art has always been a huge influence in my life. I recently started school at the Art Institute of Philadelphia. I am living my dream. Now I just need to finely tune my skills and bring my art to life within my urban community. I love to drive and took the road trip from Houston to Philadelphia listening to tunes on my iPod. My next car will have the gadgets I need to play my music hands-free with the style and sophistication I love. The city has a pulse and I enjoy the nightlife, cuisine and great music. When I go to buy a new car, I’m savvy and don’t want a dealer to talk down to me. I want someone to answer my questions and help me achieve the first major purchase of my life.
Meet Kevin Wu
As a second generation Asian American, I still cherish Chinese tradition and family values. Even though I am rooted in my upbringing, I embrace the diverse pop-culture that surrounds me. I just started a new job as a product manager and my boss thinks I am on track for advancement. While out and about in my car, I am usually listening to the hottest radio hits with a little techno on the side. Living in Seattle allows me to explore new restaurants, while still being able to travel outside of the city for weekend trips with my close friends. Between work and my social life, it seems like everything I need, I get on the go. I don’t worry too much with yesterday’s news. Instead, I am always looking for the next big thing in fashion, food, or technology, but before buying I always do my homework and check my Twitter to see what people are saying. The other day I left home without my iPhone, which normally wouldn’t be a big deal, but I had forgotten my iPad too. I felt out of touch, like I was stranded on an island.
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(Sources: ComScore, Marketing to the Emerging Majorities, Magazine Publishers of America, Getty Images, Pew Internet & American Life Project, Ad Age, Ad-ology)