Connecting with GEN YMaking the short list |
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Published
On January 9, 2010 during the North American International Auto Show (NAIAS), Deloitte released the findings of its second annual automotive Gen Y survey titled “Connecting with Gen Y: Making the Short List.” As a follow-on to last year’s Deloitte’s survey, “Connecting with Gen Y: Making Cars Cool Again,” this year’s analysis takes a more provocative look at Generation Y’s attitudes and perceptions of vehicles, as well as the auto industry itself. Similar to last year, we asked MBA student teams from four nationally recognized business schools to analyze the survey. However, this year we have broken the data into four areas Deloitte believes will be critical factors for success in reaching this generation. Each student team was asked to focus on one of the following topics and discuss how manufacturers can better market to Generation Y, the future car buyers and leaders of America.
- Attitudes towards “green” efforts
- Consideration and shopping process
- Perceptions of affordability and value
- Loyalty winners and losers.
| The Schools | The Topics |
|---|---|
| Boston College | Loyalty Winners and Losers |
| Clemson University | Consideration and Shopping Process |
| Michigan State University | Attitudes Toward "Green" Efforts |
| University of Southern California | Perceptions of Affordability and Value |
The students presented their conclusions during a town hall-style forum on January 9 in Detroit during the 2010 North American International Auto Show (NAIAS).
An Executive Summary of the Deloitte Automotive Gen Y survey findings is available for download below.
If you would like copies of the student presentations or for more information, please contact Ed Vela, senior manager, Deloitte Services LP.
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Connecting with Gen Y – 2010 Survey Fact Sheet
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