Generation Y consumers want a safe, hybrid vehicle with in-car connectivity systems

Article by Christian Andrei, on January 19, 2012

A new survey indicates that what 59% of Generation Y consumers want is a hybrid vehicle with in-car connectivity systems that won’t sacrifice safety. The results of the Deloitte consulting firm’s latest survey show that Gen Y, the biggest group of consumers since the baby boomers, has an interest in purchasing an electrified vehicle. This new survey is intended to get an idea of the consumers’ purchasing intentions. Craig Giffi, the automotive practice leader for Deloitte, said that what Gen Y is saying is that if they could, they would buy hybrid technology.

This group is composed of almost 80 million U.S. consumers, according to Deloitte estimates. They make up 40% of all vehicles that may be sold in the next decade. This survey determined that 57% of Gen Y consumers displayed an interest in hybrid vehicles. About 2% have an interest in pure battery vehicles while 37% prefer vehicles that are equipped with a traditional gasoline-only powertrain.

Giffi said that what’s generally pushing Gen Y consumers to hybrid technology is the improved fuel economy. He said that even if they care for the environment, they don’t want the inconvenience of being required to plug in their units. However, these consumers also have a keen interest in spending money on extra features on their vehicles too. Joe Vitale, the global automotive sector leader for Deloitte's parent company, Deloitte Touche Tohmatsu Ltd., said that Gen Y consumers are eager to spend over $3,000 for hardware that offers connectivity. In a statement, Vitale said that Gen Y consumers look at their automobiles as “more than just a way to get from point A to point B."

Toyota Motor Sales (TMS), USA, Inc. announced that the all-new 2012 Toyota Prius c, a sporty five-door hatchback introduced at the 2012 North American International Auto Show, will become the first vehicle featuring Toyota’s Hybrid Synergy Drive to enter the subcompact market in March 2012.

The “c” in the new Prius’ name stands for “city” as it is a hatchback designed primarily for urban mobility. While it is extremely practical and engaging to drive, it also boasts of a 53 mpg fuel efficiency rating, which beats all other cars without a plug. The all-new Prius c line is now part of the Prius line, along with the third generation Prius Liftback, the practical new Prius v, and the Prius Plug-in Hybrid, which will also enter the market in early 2012.

In all, more than two million Prius line units have been sold since the original generation was unveiled fourteen years ago. Over that time, it has cultivated a positive public perception for hybrid technology as it continues to be the most internationally-recognised green vehicle. With Prius c, Toyota’s subcompact customers will be able to afford the most internationally-renowned hybrid technology at prices beginning below $19,000.

A Unique Prius Family Member

As the new entry-level Prius vehicle, the new Prius c is expected to appeal to younger customers looking for an economic subcompact with clever design, high-tech features and innovative drivetrain. It promises to be sporty, manoeuvrable and fun to drive, especially in city environments. This spring, the all-new 2012 Prius c hatchback will be in showrooms offering features such as:

A record fuel efficiency rating for all vehicles without a plug

A starting price below $19,000 making it the most affordable vehicle with a proven hybrid powertrain and innovative technology

Premium subcompact drivability due to its range of high-tech automotive systems and convenience features, such as the standard 3.5-in. full colour TFT multi-information display, hands-free phone capability, USB port with iPod connectivity, and available Display Audio system with Navigation and Entune.

Topics: hybrid

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