Despite popular sentiment that consumers 25 years old and younger are really not interested in buying a vehicle, this group of consumers has represented a steadily increasing proportion of total retail automotive sales since 2009, and those young drivers who purchase a new vehicle are enthusiastic about ownership, according to the recently released J.D. Power 2014 U.S. Automotive Media and Marketing ReportSM Winter. Here are a few of of the report's Key Findings:
Image and Personalization: Among young vehicle drivers who purchase a new vehicle 33 percent say they "completely agree" that they like their vehicle to stand out from the crowd, while just 20 percent of new-vehicle drivers across all age groups say the same.
Joy of Driving: These young drivers have a passion for driving. Nearly one-fourth (22%) of young drivers say they "completely agree" they like to drive on challenging roadways with hills and curves, and 41 percent indicate they prefer a vehicle with responsive handling and powerful acceleration vs. the industry averages (13% and 36%, respectively).
Pride of Ownership: Young drivers take pride in ownership, with 29 percent indicating they wash and wax their vehicle themselves, compared with the industry average of 24 percent.
Check out the full press release for more details.The Article J.D. Power: Despite the Myth, Young Vehicle Drivers Are Enthusiastic New Vehicle Purchases appeared first on Automotive Digest.