Generation Y comprise nearly 75 million of the American population. Born after 1970, stylish and chic, this Gen Y loves nothing better than flaunting what they have. So for the auto industry, to keep up with their taste is definitely a big challenge.
Contrary to the assumption, these kids want not small but huge imposing machines like Hummers, the Cadillac Escalade and Lincoln Navigator and large pickups.
19-year-old Chris Sampson of Kenosha says :
I’d rather have a big truck. Pretty much anything that was big.
John Wolkonowicz, a senior analyst at forecasting firm Global Insight reveals gas prices do not affect these youngsters :
For a 17-year-old who just started driving, $2.39 a gallon is the only price of gasoline they know.
Some cars like Scion xB and tC , 7 or 8 year old BMW 3-Series , Honda Fit and Nissan Versa can attract these youngsters. Also, high-mileage luxury car instead of a new small car and used cars would be the other option for the price factor.
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