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Honda Motor Co.
Honda shifting ad dollars into music business to attract young buyers
Honda shifting ad dollars into music business to attract young buyers

Hoping to attract young car buyers, American Honda Motor Co. plans to pull money from television advertising to launch its own music-streaming channel and sponsor dozens of high-profile concerts and music tours. Like other automakers, Honda is struggling to connect with a market segment that appears less interested in cars and is harder to reach through traditional advertising. "Quite frankly, we have to figure out how to talk to these people, and music is a great platform to do that," said Tom Peyton, Honda's assistant vice president of advertising and marketing. Members of the Millennial or Gen Y generation — generally considered to be people born in the early...

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