The Scion xD has been a strong seller with younger car ... The Scion xD has been a strong seller with younger car buyers (Toyota).
Young drivers prefer Asian brands, a study released Wednesday by consumer web site says.

More specifically, young car buyers opted for Scions, Mitsubishis and Mazdas in droves. Those three brands, the top three in the study, combined took an astounding 52.2% of the Generation Y market. The top ten brands preferred by young buyers included as well Nissan, Kia, Hyundai, Honda, Toyota and Subaru. Volkswagen was the only non-Asian brand to crack the top ten and number 5, with 9.6% of the 18-27 year old market.

That's bad news for American and European automakers, who need younger buyers to keep their brands popular. The study looked at more than 4 million American car buyers in Generation Y, the name given to the part of the population in the 18-27 age range.

"Generation Y buyers are very important to automakers because they help set trends from popularizing social media sites such as Facebook or Twitter or technologies such as the iPhone and iPod," said Jesse Toprak, Vice President of Trends and Analysis at in a press release. "It's also important for an automaker to get a young buyer into their vehicle from the beginning in hopes of continued loyalty to the brand."

Jeep was the most popular American brand in the study, with 5.8% of the market. Ford and Chevrolet also cracked the top 20, with 5.1% and 4.2%, respectively. Those numbers are sure to be especially disappointing to Ford, which has been aggressively marketing its smaller cars like the Focus and Fiesta via social media and other outlets dominated by Generation Y in an effort to get them behind the wheel of Blue Oval vehicles.

It's All About Individuality

Models that allow for high levels of customization were among the most popular for Generation Y. Case in point were the Scion tC, Mitsubishi Lancer and Honda Civic Si models.

"Generation Y buyers want vehicles that look distinct and can be tailored to their individual tastes" said Kristen Andersson, an Automotive Analyst at "Buyers from this generation are also looking for vehicles that have the technology features they are accustomed to built into the vehicle at an affordable price."

Indeed, all of the top 10 most popular models for young buyers had a base MSRP under $23,000 and involved either a high propensity for customization or unique exterior styling. Models that were particularly popular among younger buyers were the Toyota Yaris Sedan, Scion xD and Volkswagen GLI. The Ford Focus Coupe was the most popular American model in the study.

Most Popular Make/Model Most Popular Brands
Scion tC - 37.4% Scion - 21.2%
Mitsubishi Lancer - 32.1% Mitsubishi - 20.3%
Honda Civic Si - 23.4% Mazda - 10.7%
Toyota Yaris - 21.3% Nissan - 9.8%
Ford Focus Coupe - 19.3% Volkswagen - 9.6%
Scion xD - 19.1% Kia - 9.1%
Volkswagen GLI - 19.0% Hyundai - 8.6%
Subaru Impreza - 18.3% Honda - 8.0%
Kia Forte - 17.9% Toyota - 7.6%
Toyota Corolla - 17.8% Subaru - 7.3%

I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.

    • 1 Second Ago
      • 4 Years Ago
      I don't know, as a "generation y"er myself. I can tell you that my peers tend to care less about "customizations" than they do about content, quality, dependability and value. You know, just like all other car buyers. We don't necessarily want tons of technology, but we'd like what's included to be well thought out and useful. Remember, we're a generation that's very comfortable with technology, but also with high standards for usability. The one thing that'd be nice that no manufacturer seems to get is that we like the idea of ala carte. Why should I have to get a nav system that's 10x as expensive as it should be ($2000 for something that a $200 unit does much better??) just to get a sun roof.
      • 3 Years Ago
      You don't buy foreign cars, you just don't.
      • 4 Years Ago
      I sort of fall into the Gen Y crowd and I'm not a real fan of the thought that cars are only transportation and means to get from A to B and I think they are pretty accurate with their thoughts I'm drawn to cars that appeal to what I like and the capabilities that I need ( I'm essential personnel that needs to get to work regardless of weather some times ) and the ride, technology, and options of the car will what sells me but I completely agree with Ed that quality, dependability are also very important factors, as well as how annoying manufacturer options and packages can be when you don't want or need most of whats in the package
      • 3 Years Ago
      Hope they enjoy their 8% unemployment.
      • 4 Years Ago
      Unfortunate, but not a surprise. The young are very smart and will come around and realize what that does to our ecomonomy, employment etc. I have seen that turn around in my 2 kids (ages 25 and 27) and many of their friends recently.
      • 4 Years Ago
      Type your comment here. I for one does not feel bad for the unemployed in this COUNTRY y? Because they r, their own worst ENEMY When v, continue 2, buy foreign and pass over the companies in your own country that u, r, wishing 2, give u, employment how can they when EVERYTHING is being manufacture in a foreign land? I've been 2, Asia and they don't even take USD If u,r, unemployed, all u, have 2, do is look at your SPENDING HABIT. Fools when will u,b, wise?
      • 4 Years Ago
      My dad's a car mechanic and we both perfer the Asian cars over American cars. American cars are cheap. Made out of cheap material and don't last as long as Asian cars. However we love European cars! Bomb lol
      • 4 Years Ago
      American cars are too much mantainence and arent as reliable, asian cars have more creative designs, made for the average man so theyre easy to change parts and wayy more reliable unlike american cars just my 00.02cents
      • 4 Years Ago
      27 here, though I tend to fit in better with the GenX crowd. Needless to say, I sold my 2003 Pontiac Vibe and bought a 2012 Focus Titanium hatchback two weeks ago. The Asian brands are largely unimpressive to me these days. Almost went German, I was considering the Audi A3 or Golf TDI, but the Focus put a one-up on both of those in my opinion. So I bought one. I wanted something that felt/looked a little bit 'upscale' without sacrificing economy.