This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Will Hipsters Buy Cars?

"Modern technology allows us to transcend time and space so that we can feel like we're with our friends and family--even if we are apart," Connelly said. "I also think that the car as the quintessential status symbol [has faded]. It used to be you turned 16 in the '70s, '80s, maybe in the '90s, the car was the gateway purchase into adulthood. And now people would say the cellphone is the gateway purchase into adulthood."

Jonathan Frausto, 21, a hair stylist at Bumble and Bumble in New York City, agrees. He used to own a car when living in California but finds having a car is not as necessary now, especially in an era of broadband and 3G connections.

"Now that it's easier to connect to people through all these different websites, it's like you don't see people making much of an initiative to, like, drive out and see someone," he said.

Connelly and Ford want to change that mentality.

Ford is hatching plans to provide 100 influencers in the social media space with the Ford Fiesta for six months, a project the company undertook once before.

To boot, Ford wants to appeal to a generation of digital natives by creating a more seamless transition from the home or the office into the car.

"I think we live in a world of constant connectivity, and the level of connection we have at home or work is the same level that we expect to have at every point in between," Connelly said. "So you have all these drivers and passengers that are bringing these handheld devices into the car, and they're saying, 'I still want access.'"

Ford pioneered Sync, its platform that pairs with any Bluetooth-enabled device with the audio system such that the device becomes hands-free, voice-activated. For just $300, a driver can then access texts or stream Pandora without taking his eyes off the road.

Will The Hipster Trade The Fixie for a Ford?

So how to market to a navel-gazing contingent of society? In-car social media capabilities may not be enough.

"The Millennial market is known for its desire to be very expressive and individualistic--it's one of their hallmarks," Connelly said.

2 of 4

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,098.45 +18.88 0.11%
S&P 500 2,003.35 +6.61 0.33%
NASDAQ 4,580.2710 +22.5760 0.50%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs