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New Generation Y Buyer Survey Spells Trouble for Detroit

Saturday, July 16, 2011

Auto pricing website TrueCar studied the car buying behaviour of four million Gen Y (18 to 27 year-old) over a twenty-four month period and here’s what they found.
Scion took the crown for top brand, with 37.4% of the market and for top model (the tC coupe), with 21.2%, while second place went to Mitsubishi (32.1%) and their Lancer sedan (20.3%).
Mazda was the third most visited brand for Gen Y buyers, though only 17th in terms of model. The top four vehicle choices were Japanese, with a German in seventh place and a South Korean in ninth.
American carmakers secured fifth place in the model line-up with the Ford Focus Coupe, even though Ford only scored a mere 5.1% of the market overall.
Nissan and Toyota scored big on Gen Y appeal, with Hyundai and Honda following close behind. Kristen Andersson, one of TrueCar’s automotive analysts describes the generation thusly:
“Generation Y buyers want vehicles that look distinct and can be tailored to their individual tastes. Buyers from this generation are also looking for vehicles that have the technology features they are accustomed to built into the vehicle at an affordable price.”


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