Wait, hasn’t the next generation always been setting future trends, determining what was “cool?” Well, the folks at tax and consulting firm Deloitte apparently missed that memo, and did a survey of Gen Y’ers anyway in an effort to pinpoint future car coolness factors.
Deloitte found that “the underlining qualifications, not up for negotiation, are safety and comfort.” The factors named most often as among the top three reasons that a vehicle is cool were exterior styling (44%), affordability (40%) and being environmentally friendly (35%).
“What is interesting is not only their increasing demand for ‘green’ cars but their willingness to pay more,” Deloitte said in its press release. “More than half of respondents said that purchasing or leasing a vehicle made them think about broader concerns, with 62% stating the environment as the most important issue. Of those respondents most, 80%, said they are willing to pay more for a car that is environmentally friendly. Additionally, of those willing to pay more, 62% also viewed vehicles produced in an environmentally friendly factory as a determining factor in their decision.
Besides wanting to be green, Gen Y’ers apparently want as many distractions as possible to enhance their driving experience. “A recurring theme among the students’ plans was the need for more connectivity such as in-vehicle Wi-Fi and access to social networks such as Facebook and Twitter, as well as the individual customization they crave. Gen Y’ers are not satisfied with what they consider their parents’ generation of cars, but instead feel vehicles should be an extension of their lives and as such be customized to fit their ‘always on, always moving’ lifestyle.”
Not only do they not want Dad’s car, they don’t want Dad’s job, either. Gen Y survey showed that roughly 70% of this age group would not consider working in the automotive industry.
“Automotive employers specifically have a double challenge, they have to rethink and retool their work environments to be a place Gen Yers would want to work plus, they have to overcome the very negative perceptions the auto industry has as being a good career choice,” Deloitte said.
If you have comments to share, send to me at [email protected].
– Jim Smith
