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2014 Gen Y Automotive Consumer Study
Exploring consumer preferences in key markets around the world
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.
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.
Nearly 2 billion strong worldwide, Gen Y (born 1977 – 1994) represents the largest and most influential consumer segment since the Baby Boomers. When it comes to getting from one place to another, they crave connectivity and convenience, and frequently base their transportation decisions on overall cost and the quality of their customer experience.
This report highlights the key findings for the eight European countries covered in the 2014 Global Automotive Consumer Study by Deloitte Touche Tohmatsu Limited’s Global Manufacturing Industry group. The report provides perspectives on consumer mobility trends with a focus on the Gen Y market segment. Countries include Belgium, Czech Republic, France, Germany, Italy, Netherlands, Turkey, and United Kingdom.
Generation Y (“Gen Y”) consumers in Europe are interested in owning or leasing vehicles with around 75 percent planning to buy or lease a vehicle within the next five years. The study draws automakers’ attention to the changing mobility needs and buying behavior of Gen Y consumers, a group estimated to reach 106 million people in Europe by 2020.