...Generation Y

It seems as if American auto makers may have another major problem in the near future. We all know how they have been doing lately, mostly okay to good, though not nearly as strong as they were in the 90's and the decades before. Detroit is trying though, making more and more cars that get over 30 miles per gallon and are more environmentally friendly, but is it too late? Generation Y seems to be in favor of foreign cars. These are the top ten brands and models Gen Y prefer:

Top Brands for Gen Y Buyers
(Ranked by percentage of buyers in Gen Y)
1. Scion — 21.2%
2. Mitsubishi — 20.3%
3. Mazda — 10.7%
4. Nissan — 9.8%
5. Volkswagen — 9.6%
6. Kia — 9.1%
7. Hyundai — 8.6%
8. Honda — 8.0%
9. Toyota — 7.6%
10. Subaru — 7.3%

Top Models for Generation Y Buyers
(Shown with MSRP)
1. Scion tC — $18,995
2. Mitsubishi Lancer — $20,670
3. Honda Civic Si – $22,975
4. Toyota Yaris Sedan — $13,915
5. Ford Focus Coupe — $17,365
6. Scion xD — $15,830
7. Volkswagen GLI — $25,365
8. Subaru Impreza – $19,220
9. Kia Forte — $15,690
10. Toyota Corolla — $16,660

As you can see they tend to prefer cars under $20,000. Before I saw the prices I was wondering how true this is. With such American models as Mustang, Camaro and Fusion I found it hard to believe that no American brand or model made the top ten. Then I thought about how many Baby Boomers prefer those cars. The styling for the Mustang and Camaro are reminiscent of Mustangs and Camaros from the 60's and 70's, something that a lot of Baby Boomers love. Generation Y in concerned about money. Less trips to the gas station mean more trips to the mall. There are a slew of American models out now though that could attract younger buyers such as the Chevrolet Cruze and the Ford Fiesta and Focus. Will those models rank as high in reliability as some of their foreign competitors? Maybe. Will they attract buyers? That is the question that has yet to be answered. I am giving Generation Y a Digit Up because they will help open the eyes of American auto makers. Though they have learned their lessons from previous failures, I have a feeling they are still clueless on when it comes to what consumers actually want in a car.