2014 Gen Y Automotive Consumer Study | Deloitte US | Automotive Manufacturing Industry


2014 Gen Y automotive consumer study

The changing nature of mobility

Forces are changing the mobility landscape and affording consumers more choices than ever before in meeting their transportation needs. For automotive companies, these shifting consumer demands result in a number of complex questions that may ultimately impact their products and how they engage their customers.

Global automotive consumer studies

To explore consumers’ mobility choices and transportation decisions, Deloitte fielded a survey in 19 countries with over 23,000 responses. This broad and diverse consumer demographic, both across countries and Gen Y, allowed for in-depth analysis through multiple lenses, including generational, socio-economic, gender and many others.

Key U.S. findings
  • Gen Y market potential: Over three-quarters of Gen Y consumers plan to purchase or lease a vehicle within the next five years.
  • Vehicle loyalty: 64% of Gen Y consumers love their cars, but are 3x more likely to abandon their vehicles if costs increase.
  • Alternative powertrains: More than half of Gen Y would prefer to be driving an alternative powertrain five years from now.

​Top reasons why Gen Y do not own a vehicle

What would make Gen Y buy?

Automotive trends and Gen Y: Changing nature of mobility

More topics


Craig Giffi

US Automotive Leader | Deloitte Services LP


Chuck Ciuni

US Automotive Supplier Practice Leader


Bruce Brown

US Automotive and Off-Highway Consulting Leader