Many dealers see the Millennial market as the great wide open - untamed and unashamed.  I would agree to some extent, but I see great opportunity as well. However, if you target them be prepared to provide value... lot's of it... and for FREE.  

The difficulty with Millennials is the plethora of channels available for them to convert off of.  They lose interest fast when there is no compelling reason to engage the dealership.  Having the right product with the right message at the right time is only half the battle.  Dealer websites must have what I call "conversion triggers" to be more effective at engaging their customers online.  AutoSaver is conducting a case study with 2 large dealerships and testing various conversion triggers. So far, the results are very encouraging.  I'll post results when the study completes.  I would love to hear back from anybody that is having success with this growing market segment.