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Generation Y Automotive Study

Who is Generation Y and does this new group of consumers really matter to OEMs? Are they a unique customer segment that requires different market focus and investment, or will they ultimately acquire the behaviors and buying patterns of previous generations?

To investigate these questions and other themes, Deloitte annually conducts a study of Gen Y, Gen X and Baby Boomer automotive consumers to compare and contrast perspectives on automotive brands, desired features, and the shopping experience.

Video: Overview of Deloitte’s annual results

About Deloitte’s Generation Y Automotive Study

Since 2009, Deloitte has studied Gen Y consumers in an effort to understand their vehicle preferences and buying behaviors. The research, developed in conjunction with the Michigan State University Broad College of Business, compares and contrasts perspectives on automotive brands, desired features, and the shopping experience. Each year findings have been released during the North American International Auto Show in Detroit, Michigan.


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As used in this document, 'Deloitte' means Deloitte LLP and its subsidiaries. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Dig deeper

  • Automotive
    About Deloitte’s automotive group.
  • Gen Y reports from 2009 - 2012
    Explore findings from over the years.
  • 2014 Gen Y automotive consumer study
    Key findings of our 5th Gen Y study.
  • The changing nature of mobility
    Does Gen Y want the keys to the car?
  • Electric Vehicles
    Discussing the expectation of energy efficient solutions.

In the media

  • What Gen Y drivers really want from their cars
    Watch the CNBC video featuring the 2011 Deloitte survey.
  • Young car shoppers want an iPhone on wheels
    Published in CNN Money.
  • On the road with Gen Y
    Watch the CNBC video featuring the 2010 Deloitte survey.
  • Automakers shift sales focus to Gen Y with smaller, high-tech cars
    Published in the Dallas News.

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