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2014 Gen Y Automotive Consumer Study

The changing nature of mobility


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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 www.deloitte.com/us/geny.

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

As used in this document, "Deloitte" means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about 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.

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