My Story of 16 Test Drives: How to Win Over a Millennial Shopper

May 04, 2018 | | 1290 |

My Story of 16 Test Drives: How to Win Over a Millennial Shopper

By Tess Karesky

Ah, millennials. The generation that is much written about, sought after, and criticized. We at CDK Global have spent ample time on our own research of the generation, trying to understand just what they want from their car shopping experience. This is the digital generation, yet in our recent study on online auto shopping interest, 70 percent of young millennials said they prefer spending more time at the dealership learning and evaluating vehicles over a quick and convenient online process.

As a recent car buyer and a millennial, I can attest to a long on the lot discovery process. After ten years in my beloved first car, I decided that the sun damage from too much time in an uncovered parking spot and old outlines of stickers on my back windows weren’t conveying the right message about me as a professional. It was time for a new car. So, with little idea of what vehicle I wanted and in no particular rush, I started my hunt. This is what I learned from my car-buying journey – and 16 test drives.

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Retail Insights
Tess Karesky is a Marketing Research Specialist at CDK Global providing insights and thought leadership to drive the industry forward. She has researched the behaviors and habits of Millennial, luxury, Hispanic and female shoppers, in addition to other consumer groups. Her findings include insights into optimizing web content, reputation, advertising, sales and service experience, and customer retention. Her research has been presented to automotive executives at Lexus, Audi, Nissan, Infiniti and GM, as well as industry events including the Driving Sales Most Valuable Insight award. She feels strongly in the value of quality, engaging research that provides actionable insights. She can be reached at