Honda’s new tactic for attracting first-time car buyers: esports

How do you try and entice young people into buying your cars?  Honda has its own approach as David Brown reports.

Honda is pumping more marketing dollars into competitive video gaming to protect its status as the dominant carmaker among young, first-time buyers.

They are becoming the official car maker of North America’s Riot Games League of Legends Championship Series. I have trouble saying it let alone playing it.

The global esports audience is more than 450 million people. That group is largely young and tech-savvy who don’t interact with marketing in the same way as their older peers.

They’re also a valuable commodity. In the US millennials and Gen Zers are the only generations currently increasing their share of car sales.