Pontiac has been doing an amazing job of appealing to younger car buyers, mostly by being humble and lovable. They have a music sponsorship for emerging artists called Pontiac Garage concert series (because cars and emerging musicians compete for the garage, get it?) They attracted 55,000 to the concert in Times Square, and Harris Interactive says they’ve reduced the median age of their shopper by 13 years and become the highest rated car brand among Generation Y.

MediaPost: Pontiac’s Music Tie-Ins Pull In Younger Drivers, 2006-Sep-28, by Karl Greenberg

"I love music, but as a marketer with a big budget, I realize I’m perceived as ‘the man,’ the person who many musicians see as the evil person who can ruin them" by luring them to sell out, said [GM Director of Marketing Mark-Hans] Richer….The key to avoiding that kind of invidious association is not to ask the question, "Can music make the brand better?" but rather: "Can the brand make the music better?"