According to a study by TrueCar.com, car shoppers aged between 18 and 27 years old are flocking to Scion, Mitsubishi and Mazda. Basically, generation Y customers choose imports or vehicles that are young and trendy.
"Generation Y buyers want vehicles that look distinct and can be tailored to their individual tastes," said Kristen Andersson, Automotive Analyst for TrueCar.com. "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."
So why should we care if the typical 18 year old wants a hot coupe with big wheels? Well, these very customers “help set trends from popularizing social media sites such as Facebook or Twitter or technologies such as the iPhone and iPod," according to Jesse Toprak, Vice President of Trends and Analysis at TrueCar.com. "It's also important for an automaker to get a young buyer into their vehicle from the beginning in hopes of continued loyalty to the brand.”
TrueCar.com also took a look at the specific models that appeal to this young segment:
1 Scion tC $18,995 $18,994 0.3%
2 Mitsubishi Lancer $20,670 $18,975 8.2%
3 Honda Civic Si $22,975 $22,588 1.7%
4 Toyota Yaris Sedan $13,915 $13,405 3.7%
5 Ford Focus Coupe $17,365 $15,040 13.4%
6 Scion xD $15,830 $15,719 0.7%
7 Volkswagen GLI $25,365 $24,635 2.9%
8 Subaru Impreza $19,220 $18,805 2.2%
9 Kia Forte $15,690 $14,289 8.9%
10 Toyota Corolla $16,660 $15,731 5.6%
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