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Old 10-12-2009, 03:26 PM   #1
AVANTI R5
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Default Study: Younger generation seems to care less about cars




Quote:
During the first 8 months of 2009, J.D. Power and Associates analyzed hundreds of thousands of “conversations” on auto-related sites and social networks such as Twitter and Facebook. The goal was to gauge the perceptions of Generation Y towards the automotive industry, as well as toward specific brands.

“Online discussions by teens indicate shifts in perceptions regarding the necessity of and desire to have cars,” J.D. Power Associates said (yes, we’re completely surprised as well).

Part of the reason could be economic difficulties causing teens to be less interested in costs involved with maintaining and fueling a vehicle. Another reason could be that teens are spending too much time on social media forms to connect with their friends, resulting in a decrease for the need to “physically congregate” (aka hang out).

“The negative perceptions of the automotive industry that teens and early careerists hold could have implications on future vehicle sales,” said Parker. “Generation Y could have the greatest spending power of any generation-even surpassing that of the Baby Boomers. It will be essential for automakers to earn the trust and loyalty of Gen Y consumers, who are particularly critical of brands and products.”

Click through for the press release to learn more.

Associations with NASCAR and Action Movies Fuel Online Conversation about Chevrolet and Dodge Among Generation Y

While Domestic Automotive Brands Spark High Volumes of Discussion among Early Careerists,

Teens Discuss Imports Most Frequently
WESTLAKE VILLAGE, Calif.: 8 October 2009 - Promotional ties with NASCAR and the recent “Transformers” movie are driving online conversations about domestic automotive brands-particularly Chevrolet and Dodge-among social media users in their twenties, according to the J.D. Power and Associates 2009 Teens and Early Careerist Tribe Intelligence Reports.SM

Perceptions of the automotive industry vary widely among Generation Y social media users, with teens commenting most positively about import brands and their older counterparts more frequently discussing domestic brands.
The inaugural reports, conducted using J.D. Power and Associates Web Intelligence Tribe Analysis,SM examine online discussions of two important subsets of Generation Y: teens (ages 12 to 18) and early careerists (ages 22 to 29).

Although both groups are broadly categorized as part of Generation Y, or the Millennials (those born during the 1980s and early 1990s), each subset has markedly different views, opinions and behaviors from the other. The reports are designed to help brand managers and marketers better understand these increasingly important consumer segments, which have the potential to attain greater spending power than any previous generation. In addition, the reports provide valuable insight into Gen Y consumer perceptions of brands as well as what drives consumers to purchase those brands.

Automotive brands that receive the greatest volumes of online discussion among teens and early careerists, relative to volumes among social media users in other age groups, are as follows.

Rank
Early Careerists
Teens
1
Dodge
Toyota
2
Chevrolet
Honda
3
Toyota
Audi
4
Land Rover
Cadillac
5
Mazda
Chevrolet
6
Jeep
Jeep
7
Lexus
Mercedes
8
Honda
Volkswagen
9
Ford
Nissan
10
Buick
BMW

The report finds that among early careerists, Dodge and Chevrolet are the two automotive brands discussed most often, relative to mentions by social media users in other demographic groups. Online mentions of these brands also tend to be largely positive. Discussions of these brands focus primarily on their association with NASCAR. Other frequently mentioned topics include nostalgia references to models such as the Chevrolet Camaro, including the Camaro’s appearance in the recent “Transformers” movie, and the Dodge Challenger.

“Domestic automakers are benefitting from their strong marketing ties and product placement,” said Chance Parker, vice president and general manager of J.D. Power and Associates Web Intelligence Division. “When the NASCAR drivers they sponsor win, domestic automakers also win in terms of recognition among many social media users in their twenties.”

Despite this positive brand affinity, domestic auto manufacturers have incurred strong negative sentiment from early careerists for being bailed out by the government.
“Early careerists cite domestic automakers’ lack of innovation and disregard of consumer demands as reasons for their difficulties,” said Parker.

Among teens, Toyota and Honda garner the largest volumes of discussion. Both teens and early careerists perceive Toyota, as well as other import brands, as more innovative not only in vehicle features and styling, but also for enhanced fuel efficiency, safety and reliability. Lexus and Land Rover are premium brands discussed among early careerists as brands they most aspire to own.

Online discussions by teens indicate shifts in perceptions regarding the necessity of and desire to have cars. Aware of the economic difficulties their parents may be currently facing, teens are less interested in incurring the costs involved with maintaining and fueling a vehicle. Also, with the advent of social media and other forms of electronic communities, teens perceive less of a need to physically congregate, and less of a need for a mode of transportation.

“The negative perceptions of the automotive industry that teens and early careerists hold could have implications on future vehicle sales,” said Parker. “Generation Y could have the greatest spending power of any generation-even surpassing that of the Baby Boomers. It will be essential for automakers to earn the trust and loyalty of Gen Y consumers, who are particularly critical of brands and products.”

The Teen and Early Careerist Tribe Intelligence Reports analyze more than 300,000 spontaneous online conversations among teens and more than 475,000 online conversations among early careerists that took place in the blogosphere and on message boards between January and August 2009.

The J.D. Power and Associates Web Intelligence Division is unique in its ability to assess both what isbeing said and who is doing the speaking in the online world, enabling companies to understand the attitudes and behaviors of various consumer segments. Its patent-pending technology enables the classification of blog posts and the ability to estimate the gender and age of a poster, as well as rapid identification and elimination of spam posts.

The Web Intelligence Division analyzes voices of the online community by using proprietary natural language processing and machine-learning algorithms to dissect the who, what and why of online opinion, offering in-depth insights for some of the world’s leading brands.
- By: Omar Rana
http://www.egmcartech.com/2009/10/12...ss-about-cars/
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Old 10-12-2009, 05:33 PM   #2
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Yet another reason JD powers is completely filled with morons.

I do think that this generation is less enthused about cars, but I think it has less to do with social networking than it does the marketing brainwashing they are getting.

Go green, drive less, use less gas. They are being bent toward boring and uninspiring cars. If you knew thought that driving a gas guzzler (read fun) car is akin to french kissing the devil, then you are left to choose from a batch of nothing more than appliances, with a very few bright stars left (Fit, Fiesta).

Cars being associated with being cool is no longer the norm. Being green is cool, so having an extravagant fast car is not on anybody list anymore. Finding ways to ride a bike to school is preferable.

I think the Gen X'ers (Gosh I hate that media derived name) are the lost generation. Always in the shadow and overlooked due to the boomers, and now the Gen Y'ers with their TV controlled brains are coming to power.

I think the title of the article is spot on, but the reasons are bologna.

Also, can we all vote never to use the world Careerist EVER AGAIN.
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Old 10-12-2009, 05:45 PM   #3
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Quote:
Originally Posted by SCRAPPYDO View Post
Yet another reason JD powers is completely filled with morons.

I do think that this generation is less enthused about cars, but I think it has less to do with social networking than it does the marketing brainwashing they are getting.

Go green, drive less, use less gas. They are being bent toward boring and uninspiring cars. If you knew thought that driving a gas guzzler (read fun) car is akin to french kissing the devil, then you are left to choose from a batch of nothing more than appliances, with a very few bright stars left (Fit, Fiesta).

Cars being associated with being cool is no longer the norm. Being green is cool, so having an extravagant fast car is not on anybody list anymore. Finding ways to ride a bike to school is preferable.

I think the Gen X'ers (Gosh I hate that media derived name) are the lost generation. Always in the shadow and overlooked due to the boomers, and now the Gen Y'ers with their TV controlled brains are coming to power.

I think the title of the article is spot on, but the reasons are bologna.

Also, can we all vote never to use the world Careerist EVER AGAIN.
whoa, what? You've got it all wrong. My generation (Y) is really obsessed with status cars, not green cars. It's Gen. X that is obsessed with the hybrids. The cars that are talked about most by non-car fans in my school are the Audi R8, the Camaro, and the Range Rover maybe. And pretty much everyone wants a German sedan, because they are expensive, and therefore cool.
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Old 10-12-2009, 05:55 PM   #4
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Whiskey Tango Foxtrot is a "careerist"?

I take it to mean that's someone in their early to mid 20s? Did they just invent that?
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Old 10-12-2009, 06:30 PM   #5
rypt
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Can someone explain to me EXACTLY when Generation Y starts and stops, when Generation X starts and stops, when we will be onto the "next" Generation etc?
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Old 10-12-2009, 06:53 PM   #6
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Originally Posted by rypt View Post
Can someone explain to me EXACTLY when Generation Y starts and stops, when Generation X starts and stops, when we will be onto the "next" Generation etc?
the new generation is called the Millennium Generation, and it includes everyone born since 2000, obviously.
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Old 10-12-2009, 07:50 PM   #7
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http://en.wikipedia.org/wiki/Generation_Y

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Can someone explain to me EXACTLY when Generation Y starts and stops, when Generation X starts and stops, when we will be onto the "next" Generation etc?
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Old 10-12-2009, 07:55 PM   #8
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Originally Posted by FaastLegacy View Post
Whiskey Tango Foxtrot
At first I was like

Then I was like
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Old 10-12-2009, 08:44 PM   #9
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Quote:
Originally Posted by SCRAPPYDO View Post
Yet another reason JD powers is completely filled with morons.

I do think that this generation is less enthused about cars, but I think it has less to do with social networking than it does the marketing brainwashing they are getting.

Go green, drive less, use less gas. They are being bent toward boring and uninspiring cars. If you knew thought that driving a gas guzzler (read fun) car is akin to french kissing the devil, then you are left to choose from a batch of nothing more than appliances, with a very few bright stars left (Fit, Fiesta).

Cars being associated with being cool is no longer the norm. Being green is cool, so having an extravagant fast car is not on anybody list anymore. Finding ways to ride a bike to school is preferable.

I think the Gen X'ers (Gosh I hate that media derived name) are the lost generation. Always in the shadow and overlooked due to the boomers, and now the Gen Y'ers with their TV controlled brains are coming to power.

I think the title of the article is spot on, but the reasons are bologna.

Also, can we all vote never to use the world Careerist EVER AGAIN.
+12345

It looks like the information is there and sounds correct to me. However much of the interpretation as to why Gen Y and C words feel the way they do is incorrect IMO.

As far as generations being young (16ish) and into cars, the Babyboomers had it best, followed by Gen Xers IMO.

Babyboomers - Muscle cars, compacts emerging, cars that changed noticeably each year, muscle cars (yeah it's worth repeating)

Gen X - 5.0s, GTAs, AWD Talon TSIs, FD RX-7s, Turbo MR2s, Supras, M3s, ZR1s, Turbo Omnis and Colts, etc.

Gen Y - Retromods and hybrids getting most of the attention

Melliniums - who knows
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Old 10-12-2009, 09:03 PM   #10
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your on crack^^^ Gen Xer here, when I was 16 I could get a Vette with a (wait for it) 245HP L98, or a 5.0 with 215HP-225hp....

back then 14's seconds in the 1/4 was respectable... now a CAMRY can do that!!

Now you can get any of three pony cars all with high power BASE engines... and 12 second out of the box V8's (in some cases) You can get WRX's that run 13' and EVOs Too, S2000 much? How about the Z06, or ZR1, or CTS-V,

Notice the multi billion dollar and growing aftermarket industry much?
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Old 10-12-2009, 09:35 PM   #11
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Originally Posted by 2000wrx View Post
your on crack^^^ Gen Xer here, when I was 16 I could get a Vette with a (wait for it) 245HP L98, or a 5.0 with 215HP-225hp....

back then 14's seconds in the 1/4 was respectable... now a CAMRY can do that!!

Now you can get any of three pony cars all with high power BASE engines... and 12 second out of the box V8's (in some cases) You can get WRX's that run 13' and EVOs Too, S2000 much? How about the Z06, or ZR1, or CTS-V,

Notice the multi billion dollar and growing aftermarket industry much?
Screwing up the first word of your response really adds a lot of validity to whatever it is you're trying to say.

Your, You're and Yore. You should probably at least learn how to use the first two. No one ever really uses the last one anymore anyway.

The average car today is technically superior to the average car of long and not-so-long ago but something's missing. Maybe it's just nostalgia on my part. So what if you can run 14s in an eggy torqueless Camry? It's a lot more fun in a noisy car with character and one airbag, if you're lucky.

I guess I didn't word whatever it was I was saying very well. There really is no better time to be a car fan than the present. Optimistically there will be more hot hatch wars and affordable performance and more icons like the Miata, Camaro or whatever.

Oh hell. Who am I kidding?

You know what? You caught me. I am on crack. I don't know how you could tell but you're right.

I forgot what I was saying and my brain's hurting.

Carry on.

Oh yeah. Check out all those multi-Billion-dollar aftermarket supplier lists again. I think you'll find many of them have recently gone belly up.

Also, Z06 and ZR1 Corvettes are by no means new.

Last edited by eachit; 10-12-2009 at 09:44 PM. Reason: I misspelled nostalgia (LOL)
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Old 10-12-2009, 10:15 PM   #12
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Originally Posted by eachit View Post
Screwing up the first word of your response really adds a lot of validity to whatever it is you're trying to say.
Starting your reply with an inane grammar lesson is equally telling.


'Round these parts we type "YORE" and are done with it.
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Old 10-12-2009, 11:20 PM   #13
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Quote:
Rank
Early Careerists

1
Dodge

2
Chevrolet

3
Toyota
Yes, my generation talks a lot about these car brands but you failed to mention in what context: first 2 are crap and the 3rd one produces auto appliance
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Old 10-12-2009, 11:28 PM   #14
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what is the role of the Kia Soul in all of this?
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Old 10-13-2009, 12:24 AM   #15
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the Soul is/was marketed for solely to the "careerists" or young drivers
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Old 10-13-2009, 02:49 AM   #16
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Starting your reply with an inane grammar lesson is equally telling.


'Round these parts we type "YORE" and are done with it.

Yoar on to something here matey.
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Old 10-13-2009, 10:40 AM   #17
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Originally Posted by SCRAPPYDO View Post
I do think that this generation is less enthused about cars, but I think it has less to do with social networking than it does the marketing brainwashing they are getting.

Go green, drive less, use less gas. They are being bent toward boring and uninspiring cars. If you knew thought that driving a gas guzzler (read fun) car is akin to french kissing the devil, then you are left to choose from a batch of nothing more than appliances, with a very few bright stars left (Fit, Fiesta).
Anything one doesn't agree with must be due to brainwashing. Darwin, Adam Smith and Jesus himself drove STIs with the cats removed proving it's both in the moral and natural order to be wasteful and selfish. You got to tone it down a bit.

Interestingly, back around 2000 when the Caramo/Firebird were ending, an author posited that many of these cars were sold as status symbols and second cars, and sales tanked when pickup trucks (and SUVs in general) became cool in the early 90s.

Trends come and go; companies that can adapt or find a niche do well. There's no one right or wrong way to do things.
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Old 10-13-2009, 12:29 PM   #18
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Originally Posted by murrdogg24 View Post
I'm confused, according to that, I am gen y and all this time I thought I was gen x. Btw, i was born in '75.
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Old 10-13-2009, 12:33 PM   #19
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We've seen the driving age go from 14-15 (at least, in the South.. learners permits were easy to obtain that young) to 17-18 over the last couple decades. It's no wonder. Kids don't see driving as the ticket to freedom anymore. Now it's just another adult responsibility that is more something you have to do as part of growing up rather than something you want to do to exceed the reach of your parents.
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Old 10-13-2009, 12:57 PM   #20
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Once they have the capability to Tweet from the steering wheel, they will be on board.
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Old 10-13-2009, 01:27 PM   #21
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When I was 16-18, we talked about the cars we couldn't get like Ferrari's, ZR1 and Twin Turbo Supra/300ZX. Key word is talked about it. We sat in the library and scritinized Motor Trend, C&D and Automobile. The Taurus SHO was insane. I had a friend who's mom had one of those and we all piled in for a 140mph 2 lane ass hauling. Pretty dumb in hindsight.

The cars meant more back then. There were magic performance markers in the 0-60 times, Horsepower and looks. Now, everything is expected and nothing that is affordable is unique. On top of that, how many kids have part time jobs these days? Many parents can't afford to let there kids get a license these days. All of us that are over 30 years old ruined the insurance premiums for those just getting a license. Cars are a luxury and most parents are treating it as a luxury. I said in a previous post that kids are losing the mechanical ability in this push button world and this is more proof that statement.
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Old 10-13-2009, 02:57 PM   #22
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Quote:
Originally Posted by Beaverboy View Post
Starting your reply with an inane grammar lesson is equally telling.

'Round these parts we type "YORE" and are done with it.
Starting a post by telling someone how dumb they were for starting their post by telling someone else how dumb the start of their post was is absolutely moronic.

It's almost as bad as..... well.... this post.

There was a time when this forum wasn't so full of morons. Oh that time of yore.

Now we have people like beaverboy, 2000wrx, etc. who get off on posting useless crap and trying to "one-up" others with comments only they themselves perceive as witty. (Similar to what I'm posting now. LOL)

I'm just gonna say, "I know you are but what am I?" Anything more complicated will likely be lost in translation due to an inability to comprehend.

Posting an inane post about an inane post followed by an inane post puts you (vajboy), me and the literary retard (2kx) all in the same boat doesn't it?

More stupid posts not at all related to this topic in 5,4,3....
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Old 10-13-2009, 03:35 PM   #23
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Quote:
Originally Posted by eachit View Post
Starting a post by telling someone how dumb they were for starting their post by telling someone else how dumb the start of their post was is absolutely moronic.

It's almost as bad as..... well.... this post.

There was a time when this forum wasn't so full of morons. Oh that time of yore.

Now we have people like beaverboy, 2000wrx, etc. who get off on posting useless crap and trying to "one-up" others with comments only they themselves perceive as witty. (Similar to what I'm posting now. LOL)

I'm just gonna say, "I know you are but what am I?" Anything more complicated will likely be lost in translation due to an inability to comprehend.

Posting an inane post about an inane post followed by an inane post puts you (vajboy), me and the literary retard (2kx) all in the same boat doesn't it?

More stupid posts not at all related to this topic in 5,4,3....
...2,1:
































































































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Old 10-13-2009, 03:38 PM   #24
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the bell has rung.. come on kids.. recess is over!!!
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Old 10-13-2009, 04:01 PM   #25
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Originally Posted by Lboogie View Post
Once they have the capability to Tweet from the steering wheel, they will be on board.
Bingo.

Cars are lame because you can't easily text/watch You(moron)Tube/play games while trying to avoid all the other asshats on the road doing the same.

Probably better to have the 'rents drive, eh kiddies?
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