Research Insights: Gen Y Auto Buyers Want Style, Affordability and Environmental Friendliness

January 11, 2009 by anne

A just released survey from Deloitte, "Connecting with Gen Y: Making Cars Cool Again,” sheds insight into what captures the automotive imagination of Gen Yers.

The majority of respondents felt a vehicle reflects a person's style, status and values, and the factors named most often as among the top three reasons that a vehicle is cool were exterior styling, affordability and being environmentally friendly. Forty four percent said exterior styling was the most important factor in selecting a vehicle, 40 percent said affordability and 35 percent said environmentally friendly. The survey results offer an opportunity for auto manufacturers and suppliers to be creative and turn their new business models into customized programs tailored to reach this diverse market.

The survey also found that roughly 70 percent of this age group would not consider working in the automotive industry, a challenge that automotive employers will need to resolve if they wish to recruit and retain the best Gen Y workers. Source: Deloitte 01/10/09

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