For years, they weren't taken very seriously. The "millennials" have been the generation that doesn't buy cars, doesn't have money, and doesn't really want to participate. That's been the stigma. Today, it simply isn't like that.
Today, members of the infamous "Generation Y" are buying cars and dealers that want to be successful need to get their stuff together. In this article on ADM, Jillian Overmyer gives dealers some tips to help them:
Generation Y- the proclaimed ‘Me Generation’ - is portrayed as a disengaged consumer base, highly uninterested in the automotive world. As a Gen Y’er living in Detroit, The Motor City, I beg to differ. We are interested in cars. But when it comes to buying one our interest level withers. The immediate scapegoat for this behavior is high cost, but new studies refute this claim. J.D Power studies have shown that Gen Y buyers have increased in market share at the greatest rate among all new-vehicle buyers.
Read more on ADM.