4G keeps the Generation Y customers more excited than a V8

Article by Christian Andrei, on August 13, 2012

The peak demand for auto sales in the U.S. may be held down by 2 million units annually over concerns about the buying practices of Generation Y customers who are currently pressured financially. This group, composed of 18-to-34-year-old buyers, tend to connect online rather than in person. R.L. Polk & Co. said that the rate of car sales in the U.S. of this group fell to 11% in April 2012, a 17% drop for the same age group in April 2007, before the recession. Deloitte LLP said that 4G gets this group more excited than a V-8 could. This group born from 1981 to 2001 comprises 80 million consumers in the U.S. The car represents independence but there are now more ways for Generation Y to connect to the outside world.

Alexander Edwards, president of the automotive division of a consumer-research firm based in San Diego, named Strategic Vision, said that the car symbolizes freedom. He explained that the difference with what happened in the past years is that a Gen Y person now can do many various things to get that freedom. What’s at stake is the question of whether Gen Y would affect the recovery in vehicle sales.

In the first seven months, the U.S. sales of cars and light trucks increased by 14% to 8.43 million. It’s now on course to reach a total of over 14 million for 2012. This would be the best year that the company has had since 2007. However, it falls behind the annual average of 16.8 million from 2000 until 2007. Dan Luria, a labor economist at Michigan Manufacturing Technology Center in Plymouth, Mich., cited a few reasons. He pointed out the youngest workers would be paid the lowest wages and that this group tend to prefer gadgets over cars. This is why the average U.S. auto sales are capped at around 15 million each year. Sales had peaked at 17.4 million cars and light trucks in 2000. [source: Bloomberg]

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