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What Cars Are Generation Y Consumers Buying?


2012 Scion tC RS 7.0

2012 Scion tC RS 7.0

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Generation Y consumers are critical to automakers, since the 18- to 27-year-old demographic helps to set trends and advance technology. The latest Buick model hay have an onboard hard drive and iPod integration, but that’s only because the technology was developed for other GM models more age-appropriate to Generation Y. Automakers also want to land customers for life, and lead-in brands (like Scion) or cars (like the Kia Forte) are critical to this strategy.

TrueCar recently published a study of Generation Y's auto buying habits, and the results clearly show that Gen Y customers want cars that can be personalized. TrueCar Automotive Analyst Kristen Andersson summed up their buying habits by saying, "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."

In terms of brands, Gen Y buys more Scions than any other make, followed closely by Mitsubishi. Mazda comes up in third place, but on a percentage basis they sell half as many cars to Gen Y as Scion. The other makes in the top ten, in order, are Nissan, Volkswagen, Kia, Hyundai, Honda, Toyota and Subaru.

That’s not nearly as telling as the top ten vehicles purchased by Generation Y, or the price paid for each. Below is a pictorial guide to the most popular cars of Gen Y, along with the average percent discount from MSRP paid for each.


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Comments (3)
  1. Well, the good news that most of the cars on this list are Hondas & Toyotas. The bad news is that the teens & early 20-somethings that these cars are popular with are most likely going to ruin them with gaudy body kits, fart cans, & engine mods that will totally negate the real reason that people buy the aforementioned makes of cars.....THEY START EVERY MORNING & DON'T REQUIRE TRIPS TO THE SHOP EVERY WEEK!!!!
     
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  2. Daniel, you do realize that people said the same thing when kids were turning Model A Fords into hot rods, right?

    I've seen my share of backyard body kits and homemade exhausts, but I've also see some impressive engineering on tuner cars. If done right, they can be surprisingly fast and still reliable as daily drivers. That costs big money, which most kids simply don't have.
     
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  3. I Agree people said the same thing when kids were turning Model A Fords into hot rods...Lol
     
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