Chevrolet Desperately Wants You to Think They Get It

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The New York Times reports that young people don’t really lust after cars anymore. So Chevrolet has hired MTV Scratch, a consulting subsidiary of Viacom, that helps companies connect with kids:

The five-year strategic vision that Scratch has developed for Chevrolet, kept quiet until now, stretches beyond marketing to a rethinking of the company’s corporate culture. The strategy is to infuse General Motors with the same insights that made MTV reality shows like “Jersey Shore” and “Teen Mom” breakout hits.

OK. But in the entire story, this is the only concrete example of what MTV Scratch has brought to the table:

Last summer, Mr. Martin and his team temporarily transformed part of the G.M. lobby into a loftlike space reminiscent of a coffee shop in Austin or Seattle, with graffiti on the walls and skateboards and throw pillows scattered around.

….On a recent Tuesday morning…a couple of car executives huddled around a “persona board” in the color and trim laboratory. They studied a collage loaded with images of hip products like headphones designed by Dr. Dre, a tablet computer and a chunky watch. The board inspired new Chevrolet colors, like “techno pink,” “lemonade” and “denim,” aimed at “a 23-year-old who shops at H&M and Target and listens to Wale with Beats headphones,” said Rebecca Waldmeir, a color and trim designer for Chevrolet. This rainbow of youthful hues will be available on the Spark this summer.

In fairness, the story does mention in passing possible changes to dashboard technology (you need MTV Scratch for that?) and dealership structure (good luck!). But it’s all pretty hazy except for the new colors. I dunno. I’m 53 years old, and even I’m not feeling the hipness. More like the stink of fear.

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DEMOCRACY DOES NOT EXIST...

without free and fair elections, a vigorous free press, and engaged citizens to reclaim power from those who abuse it.

In this election year unlike any other—against a backdrop of a pandemic, an economic crisis, racial reckoning, and so much daily crazy—Mother Jones' journalism is driven by one simple question: Will America will move closer to, or further from, justice and equity in the years to come?

If you're able to, please join us in this mission with a donation today. Our reporting right now is focused on voting rights and election security, corruption, disinformation, racial and gender equity, and the climate crisis. We can’t do it without the support of readers like you, and we need to give it everything we've got between now and November. Thank you.

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