Some see them as the second round of Boomers. Others see them as digitally-driven youngsters brought up with a technological hunger. Chevrolet sees them as an emerging demographic, open for the taking. Who are they? Jeff D'Ambrosio Chevrolet is referring to the Millennial Generation. Born into a dynamic world where technological advancements happen every day, the Millennials are young professionals with an interest in vehicles yet no particular brand loyalty. Considering members of this consumer audience have 60+ years of car buying ahead of them, automakers are well-advised to start grabbing their attention.