A new study challenges the conventional wisdom that younger buyers just aren’t all that interested in buying a new vehicle.
They are surprisingly “passionate” about cars – but to get those under 25 into their showrooms, makers must deliver vehicles that stand out from the crowd, contends a study by J.D. Power and Associates.
“This age group really is passionate about vehicle ownership,” says Arianne Walker, senior director, automotive media & marketing at J.D. Power. “Not only do they enjoy driving but they also see their vehicle as a reflection of their identity.”
The survey’s findings stand in sharp contrast to what has become conventional wisdom in recent years: that Millennials are more interested in smartphones and other digital technologies than they are in cars. Another recent study by the University of Michigan Transportation Research Institute found that young buyers are a key reason why there’s been a sharp rise in the number of carless households in the U.S. in recent years.