Friday, March 23, 2012

Young Americans are less in love with cars today

...one of the most vexing problems facing the car industry: many young consumers today just do not care that much about cars.

That is a major shift from the days when the car stood at the center of youth culture and wheels served as the ultimate gateway to freedom and independence. ... Today Facebook, Twitter and text messaging allow teenagers and 20-somethings to connect without wheels. High gas prices and environmental concerns don’t help matters. ...

In 2008, 46.3 percent of potential drivers 19 years old and younger had drivers’ licenses, compared with 64.4 percent in 1998, according to the Federal Highway Administration, and drivers ages 21 to 30 drove 12 percent fewer miles in 2009 than they did in 1995.

Forty-six percent of drivers aged 18 to 24 said they would choose Internet access over owning a car, according to the research firm Gartner. ...

In a survey of 3,000 consumers born from 1981 to 2000 — a generation marketers call “millennials”— Scratch asked which of 31 brands they preferred. Not one car brand ranked in the top 10, lagging far behind companies like Google and Nike.
--Amy Chozick, NYT, on not fast, not furious