This site uses cookies to provide you with a more responsive and personalized service. By using this site you agree to our use of cookies. Please read our cookie notice for more information on the cookies we use and how to delete or block them.

Bookmark Email Print this page

2014 Gen Y Automotive Consumer Study

The changing nature of mobility


Forces are changing the mobility landscape and affording consumers more choices than ever before in meeting their transportation needs. For automotive companies, these shifting consumer demands result in a number of complex questions that may ultimately impact their products and how they engage their customers.

To explore consumers’ mobility choices and transportation decisions, Deloitte fielded a survey in 19 countries with over 23,000 responses. This broad and diverse consumer demographic, both across countries and Gen Y, allowed for in-depth analysis through multiple lenses, including generational, socio-economic, gender, and many others.

The key findings and insights based on U.S. responses are available for download on this page.

Key findings

Gen Y market potential: Over three-quarters of Gen Y consumers plan to purchase or lease a vehicle within the next five years.

Vehicle loyalty: 64% of Gen Y consumers love their cars, but are 3x more likely to abandon their vehicles if costs increase.

Alternative powertrains: More than half of Gen Y would prefer to be driving an alternative powertrain five years from now.

The customer experience: The cost and quality of the service bundle influences over two-thirds of Gen Y consumers’ purchase decision.

Learn more

The 2014 Gen Y Automotive Consumer Study builds on four years of research. To learn more about our previous Gen Y reports beginning in 2009, visit

To discuss the findings in detail, please contact Steve Schmith.

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.

Related links

Share this page

Email this Send to LinkedIn Send to Facebook Tweet this More sharing options

Stay connected