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Too Young?

2364 Views 4 Replies 5 Participants Last post by  brianch
For all the social media buzz and talk about a young generation of Mercedes buyers that will be climbing over each other to get into the CLA, maybe the CLA is being aimed at the wrong demographic...

From recent memory models like the Chevy Sonic, Fiat 500, Ford Fiesta and Kia Soul have all been promoted using social-media and music festival sponsorships with heavy focus on millennials. Funny, the largest buyers of young people cars are seniors or almost. About 42% of "young" cars this year have been purchased by boomers according to the WSJ. As for 18- to 34-year-olds buying new cars, well that number fell to 12% through May '13, down from 17% in 2008, according to registration data again from the WSJ.

Millennials as a segment is nowhere near as big as the boomers. As citizens most millennials in this country are drowning in low-pay jobs (THANK YOU COLLEGE) and choking on student debt, at least in this country...

I just dont see where the money will come from, besides do young people even care about cars? most of thier parents dont, you can tell by the onsalaught of corollas and camrys and other various sexless transportation...

Maybe the CLA would be better positioned as a last mercedes instead of a first mercedes?
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I think that young people are buying less new vehicles because of a combination of changing attitudes and economic realities. The recession and high tuition (which translates to high debt) has not been kind to millenials. Many of them are still living at home (so they can drive mom's car,) many have low-paying jobs or no job at all. So money is a huge reason why they aren't buying vehicles.

But even if they had money, would they spend it on a new car? Young people are moving to urban centres in droves. Cars aren't that practical for downtown living, and there is public transit. On top of that, car sharing programs offer the convenience of a vehicle when its needed for a far lesser cost.

Finally, this generation cares more about the environment than many other generations having known about global warming from a very young age. They see cars as a thing of the past. Maybe once they get older and have the money they will go for the electric vehicles of the future.
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