The goal is to solve one of the most vexing problems facing the car industry: many young consumers today do not care that much about cars.
EVP of Scratch, Ross Martin, has a big boulder to push up the Millennial mountain. Selling cars and re-branding a behemoth like GM to young consumers is no small task (just check the comments section), yet I watched him build mtvU (with a handful of other super talented folks) into one of the best brands in the Viacom umbrella. Going to be fun to watch.