Most popular brands/models for Gen Y - Yaris sedan #4 - American brands fair badly

[Kal-El]

Trouble for Detroit? Gen Y’s Favorite Cars Are Foreign
By Jerry Edgerton



A new study of Gen Y drivers’ preferences looks like more bad news for the Detroit automakers.

Auto pricing site TrueCar.com tracked both the brands and individual models bought in 2009 and 2010 by Generation Y shoppers (ages 18 to 27). The results should strike fear into the hearts of U.S. auto executives: Not a single brand from a domestic automaker made the Top 10 list.

Scion, a brand set up by Toyota Motor specifically aimed at young buyers, was No. 1. Mitsubishi, a name that barely registers with older shoppers, came in second.

Some other brands among the top 10, such as Honda and Volkswagen, have a long record of youth appeal. But even the Korean corporate twins Hyundai and Kia, which have recorded surging sales in recent years, appear to have extended their appeal to young buyers as well as older ones.

Though Ford, Chrysler and the General Motors brands have enjoyed big sales gains this year, the TrueCar list portends some future trouble, as young buyers who like their first car often become loyal to that brand. “It is important for an auto maker to get a young buyer into their vehicle from the beginning, in hopes of continued loyalty to the brand,” says TrueCar chief analyst Jesse Toprak.

To that end, the domestic brands do still have the chance to get a boost from new models — such as the Ford Fiesta and Chevrolet Cruze — that offer plenty of features at an affordable price, notes Toprak’s colleague, TrueCar analyst Kristen Andersson. “Buyers from this generation are looking for vehicles that have the technology features they are accustomed to built into the vehicle at an affordable price, ” she says.

Not surprisingly, seven of the top 10 models preferred by young buyers have a list price of under $20,000. The top three models — the Scion tC, Mitsubishi Lancer and Honda Civic Si — offer a wide choice of features for personal customization.

The only U.S. model on the top 10 list of individual models is the Ford Focus coupe, which offers the SYNC system — Ford’s pioneering voice-command system, which controls mobile phones and to play music and is particularly popular with young buyers.

Other tech features that attract young buyers include the Lancer’s navigation system, with its own music server, and a Honda Civic Si system that lets the driver customize an on-screen display with options like current mileage.

Here is a closer look at TrueCar’s top brands and models:

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

Surprised the Liftback didn't make the list with the sedan (kinda surprised they even separated it - but also glad to see the distinction).

Looks like Toyota succeeded with their goal with Scion. Still, they need a boost. New models like the iQ and redesigned xB/xD should do it.

[Flipper_1938]

Originally Posted by Kal-El

Surprised the Liftback didn't make the list with the sedan (kinda surprised they even separated it - but also glad to see the distinction).

Looks like Toyota succeeded with their goal with Scion. Still, they need a boost. New models like the iQ and redesigned xB/xD should do it.

Scion sales numbers suck compared to what they where when they had the small XB.


June 2011
XB 828
TC 2053
XD 575

That's less than 3500 cars for 3 models combined. They can't keep the brand for long with those sales numbers.

[Kal-El]

Originally Posted by Flipper_1938

Scion sales numbers suck compared to what they where when they had the small XB.


June 2011
XB 828
TC 2053
XD 575

That's less than 3500 cars for 3 models combined. They can't keep the brand for long with those sales numbers.

Yes, Scion's sales have been struggling but not to the point that Toyota would need to kill the brand. Plus, Toyota said from the beginning they never wanted Scion to be high volume, hence only 3 models. They wanted to maintain that niche brand image, as opposed to everyday Corolla-like familiarity.

Those 3,456 units sold by Scion in June outsold the following brands (below), most of which are independent of parent companies bringing into question survival. With Scion, they're just a compliment to each Toyota dealer, so survival isn't a question.

Porsche
Fiat
Jaguar
Land Rover
Saab
Suzuki
Smart

...not including exotic brands of course.