Foreign Cars are in for Young Buyers

Style, performance and affordability: these are theevents that attract young people to the brand.
three things that teens and adolescents in the age ofChristopher Li, a research associate with Power
20s want when it comes to cars.Information Network, said that while the domestic
All these three characteristics are found in a foreignbrands do not top the consideration list among young
car. According to experts the buying trend has takenbuyers, they are trying to integrate more technology
off in recent years as foreign car companies haveinto their vehicles to win the hearts of the Gen Y
gone out of their way to attract teenaged customers.customers.
Based on the data from the Power InformationHe added that the present generation of young buyers
Network, those between the ages of 15 and 30 preferis pushing a lot of companies like Ford, GM and
to buy foreign vehicles more than domestic ones.Chrysler toward technology as they try to be
Among the top 10 vehicles preferred by young adultsintegrated with the latest technologies. Nonetheless,
in 2006, only two were basically domestically branded.more locally branded vehicles are MP3 player
These were the DaimlerChrysler's Jeep and Generalcompatible.
Motors' Pontiac.Manager Wendy Clark of GM's Chevrolet product
Claiming the number 1 spot is Toyota's Scion brand.communications said that they are keeping an eye on
According to the analysts, such preference happensInternet blogs and social networking sites such as and
because Scion vehicles are affordable and are easyto see what comments young people post about
to modify.automobiles.
Two years ago, 27-year-old Jason McGhee bought hisGM claims its Chevy Aveo and HHR have been click
Scion tC. He was most concerned with its being eyewith buyers younger than 30.
catching that no one else could own except him. AndVice President Art Spinella of CNW Marketing
the Scion caught his attention. He said that Scion wasResearch in Oregon said that the concept behind
almost like a child's play that it is ready to be upgradedyoung people preferring foreign cars rather than
whenever you are ready.domestic is more about perception. He added that
Toyota created Scion in 2003 with the aim of targetingyoung people opts such brands due to peer pressure
the youth buyers to later purchase a Toyota or Lexus.especially that they are image conscious.
Having 3 brands (the tC, xB, and the xA), the ScionsNonetheless, some buyers disagree by saying young
are specifically marketed to Generation Y or thosecustomers chose foreign models because of better
between the ages of 18 and 25.performance and quality.
The vehicles offer satellite radio and are allEighteen year old Paul Brakeman asked his parents
iPod-compatible.for a Honda Civic. He said they had Ford before and
LaKeith Bradford, a Scion manager at Page Toyota inevery two years they would have to change the
Southfield, said that the company favors to let thetransmissions.
brand to speak for itself. He explained people want aindustry analyst Alex Rosten noted that it is essential
lot of car for their money and that Scion ownersfor Detroit carmakers to captivate buyers while they
usually spend $2,000 or more on vehicle upgrades.are young. He said that in order to retain young buyers
Mazda with its Mazda OEM parts and Volkswagenfor a lifetime, the car makers must build smaller cheap
are also popular among the younger buyers. Thesebut stylish cars.
companies use culture and events to impress youngMazda's Klan said that car makers must be original
crowd. Volkswagen, for example, has become knownand create valued cars because today's buyers are
for popularizing music that is often ignored orvery meticulous. He explained that present day
neglected.consumers seek information on their own terms,
Mazda, on the other hand, according to marketingcontrol the message and are not afraid to make their
director David Klan, is involved with motor sportsown decision.