Marketing Corner: What are Millennials Looking For?

06.26.16 - 2016 Subaru WRX

06.26.16 - 2016 Subaru WRX

Is it any surprise that the younger generation isn’t looking for the same cars and features as their parents? It shouldn’t be at all. We have seen the shift in the automotive market time and again as the next generation of drivers want to enjoy cars that were not offered for their parents, or they want to enjoy the newest and most upgraded version of what their parents drive. Often younger drivers look for a vehicle that will put their personality on display and give them the enjoyment from behind the wheel they want to have.

As far as the actual models of vehicles that most in the Millennial generation enjoy the Subaru WRX and the Acura ILX have the highest percentage of buyers between the ages of 18 and 34. These two models account for a customer base in this age group of nearly 25 percent with the Audi A3 and Mercedes-Benz CLA coming in just behind them. If you look at what these four vehicles have in common you won’t be surprised. They are all affordable and carry a nameplate that invokes respect and popularity. While these are some of the models most often chosen, what are the most popular brands for this age group?

Jeep – There isn’t anything quite like driving a Jeep. For those in the age group before they get married and start a family, this is the brand that can offer you the vehicles that are the most fun off the pavement. Without concern for the on pavement driving, which is normally rough in a Wrangler, the idea of driving down a beach or through the woods in a lifted Jeep model that has all the outdoor features desired has 13.4 percent of this generation buying from this brand.

Volkswagen – When it comes to the German brands this is the one that matches up best with the younger generation. Volkswagen vehicles are more affordable, typically more stylish and offer the driving dynamics of a great German brand. With exciting models such as the Golf-R and the respect that is carried by the Passat Volkswagen checks off all the right boxes for the younger generations and has nearly 14 percent of its customers in the age group of those who are under the age of 35.

Mazda – this brand is almost a no-brainer as the brand that uses zoom-zoom as its mantra and shows off exactly how that is created with exceptionally engaging driving dynamics. With the popularity of this brand, we see that over the top power isn’t important to this group but a great on road performance paired with affordability can get the job done and have the Millennial generation forking out the money for their newest Mazda3 or Mazda6 vehicle. It helps that these cars have awesome looks to go with the amazing drive and Mazda has stated that nearly 15.2 percent of their customers are part of this younger generation of new car buyers.

Mitsubishi – This may be a surprising brand since Mitsubishi has had so many troubles and it seems to be a brand that is on its way out of the US market. Even though the lineup is small, Mitsubishi does offer some active and attractive SUVs that are affordable, making for a great way to attract a younger driver into their vehicles. For those on a tiny budget, there are even a few cars to choose from as the first purchase of a new vehicle, giving Mitsubishi nearly 15.3 percent of their sales to this younger generation of new car owners who love to drive.

Dodge – The most popular brand for the millennials is Dodge. The excitement of the Charger and Challenger must be what they seem to desire along with the Durango. For those who have chosen the Dart this is a car that won’t be around much longer, but that hasn’t stopped the younger buyers from heading over to the Dodge dealer and closing 15.8 percent of the overall sales for the brand. There is some excitement with Dodge vehicles, especially the performance-oriented Challenger, and the generation has spoken by making this their most popular brand.

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