In this industry, so much money and marketing effort is spent trying to woo the elusive "Generation Y." Men with bad haircuts and graying temples are also known to call them "Millenials."
They're overthinking it. You can't try to convince people that something is cool if it isn't; you have to make something that stands on its own merits, and then poeple will discover it.
Offer something affordable that doesn't look like everything else on the road, and has an air of "high tech" about it, and you're off to a great start. Have that car exceed people's expectations when they drive it, and you're doing even better. People want a well-rounded car that does everything they want and looks interesting. For a lot of people (of any age), the Kia Soul is that car.