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.
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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