# Marketing Cars to Kids GM 'Passport to Knowledge' Shows Students How Plug-In Tech Works By Marissa Brassfield | Published 2009-10-22 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/gm-passport-to-knowledge References: [trendhunter](http://www.trendhunter.com/marissa) & [fastlane.gmblogs](http://fastlane.gmblogs.com/archives/2009/10/the_real_motor_city.html) At the Business of Plugging In conference on electric vehicles in Detroit, GM took an innovative marketing approach by targeting kids in the GM ‘Passport to Knowledge’ event. About 300 area students were given “passports” with information and challenge questions on 8 different sectors of the electric vehicle industry and instructed to cycle through 8 corresponding stations—each staffed with a high-level GM rep. The GM ‘Passport to Knowledge’ event is a clever take on marketing the potentially intimidating technology associated with electric vehicles. Upcoming plug-in vehicles like the [Chevy](https://www.trendhunter.com/trends/equinox-ev-electric-juice) [Volt](https://www.trendhunter.com/trends/volt-alpine) must attract and win the favor of early adopters. Much in the same way I taught my parents how to use the Internet, make a call on a cell phone and text message, the next generation is perhaps the best equipped to usher their parents into this new automotive era. As one of the younger students I followed matter-of-factly explained to a fellow student in his group during the GM ‘Passport to Knowledge’ event, “[The Chevy Volt] is *like* a hybrid, only you have to plug it in at night like your [[Nintendo](https://www.trendhunter.com/trends/mario-kart-worlds)] DS.” (You can see him in the second image, raising his hand.) ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 56% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Targeting Kids in Marketing:** Using innovative marketing approaches that specifically target kids can help create interest in new technologies. - **Educational Events for Early Adopters:** Organizing educational events, like the GM 'Passport to Knowledge,' can attract early adopters and help them understand complex technologies. - **Generation Z as Influencers:** The younger generation, equipped with advanced knowledge of technology, can become powerful influencers and bridge the gap for their parents with new automotive technologies. ### Sectors Adopting This - **Electric Vehicle Industry:** Innovative marketing strategies and educational events can drive interest and adoption of electric vehicles. - **Automotive Industry:** Incorporating educational initiatives and targeting specific demographics, such as kids, can disrupt the automotive industry and shape consumer perceptions. - **Technology Education Industry:** The need to educate consumers and bridge the technology gap presents opportunities for the technology education industry to create innovative programs and materials. ## Related on Trend Hunter - [EV Advertising Campaigns](https://www.trendhunter.com/trends/chevrolet-bolt-campaign.md) - [Child-Centric Electric Cars](https://www.trendhunter.com/trends/kids-cars.md) - [Dynamic Auto Marketing Campaigns](https://www.trendhunter.com/trends/auto-marketing-campaign.md) - [EV Information Services](https://www.trendhunter.com/trends/ev-live.md) - [Technical Education Car Toys](https://www.trendhunter.com/trends/gocar.md) - [Automotive Metaverse Boutiques](https://www.trendhunter.com/trends/metaverse-boutique.md) - [Comedic Villain EV Commercials](https://www.trendhunter.com/trends/gm-dr-evil.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md)