2 Articles
1 / 1
201Younger buyers leaving Japanese for South Korean, American brands

Edmunds has taken a closer look at the buying habits of young adults. As it turns out, Gen X and Gen Y buyers are increasingly eschewing Japanese brands in favor of South Korean and American automakers. Five years ago, that wasn't the case, with more than half of all young buyers flocking to brands like Nissan, Honda, Toyota, Subaru and Mazda. But the U.S. has made up quite a bit of ground in recent years by producing inexpensive and fuel efficient small cars that appeal to a younger audience. L

75Scion, Mitsubishi and Mazda top brands among Gen Y buyers

Sure, every age demographic is important to marketing and sales teams in the automotive industry. But automakers would love nothing more than to grab hold of a young person and instill brand loyalty at an early age.

1 / 1