If you want to appeal to a generation that'* carrying a lot of student loan debt, especially in a soft economy, you'll have to come down on price. If you want to keep it cheap, you need to cut the features, design, marketing, etc.
That'* no secret, though. Every manufacturer of any product has realized this. You can go to the grocery store (e.g., Stop & Shop) and buy store brands; some stores are cutting costs even more and releasing worse-looking store brands (*&*: Guaranteed Value) in packaging so plain it makes you wonder why they even bothered with a label and didn't just write "peas" on the can with a Sharpie.
Yeah, it'* cheap, and people will buy it. But how many people really like it? You don't see 200 of your friends liking Guaranteed Value on Facebook. How many times have you read "Follow @GuaranteedValue on Twitter" on a can of corn? You've never gone to someone'* house for dinner and heard an enthusiastic, "This is a Guaranteed Value-brand hot dog. It'* all I ever buy!"
The marketing department doesn't sell your products. Your products need to sell your products. Look at Apple. Everything they release, or even think about releasing, anything, the buzz becomes deafening: blogs blog about it, magazine and newspaper columnists write about it, and people will line up for several blocks just to get one on launch day. And that'* even before the advertising starts.
You can show Snooki in a sedan, or breakdancing CGI rodents in a Soul, but no one will buy a boring or ugly car because a celebrity/hamster told them to. Figure out what the masses want; let the customer, not the dealer, see themselves driving it home today.
2007 Pontiac G5
1999 Pontiac Grand Prix GT - Stock engine ate transmission.
1997 Pontiac Bonneville SE - Cammed engine ate transmission.