It could be the car’s affordable price, or its styling, but one thing is for sure, the Hyundai Genesis Coupe is a hit with younger buyers.
While Baby Boomers love their pony cars and muscle cars, and Gen X buyers are split on their choice of sports car, when it comes to two-doors and rear-wheel drive, Gen Y buyers are flocking to Hyundai.
Hyundai Motor America CEO John Krafcik eagerly pointed out this statistic during an info session at the recent 2013 Genesis Coupe product launch – read our review here. According to data from the latest Maritz Research New Vehicle Customer Study (NVCS), the median age among buyers of the Genesis Coupe, as well as three other rear-drive sports cars (including the Camaro, Mustang and Nissan 370Z) were all close with the an average age of 51 for the Mustang, 49 for the other two and 47 for the Genesis Coupe.
While the Gen X demographic (those born between 1965 and 1978) made up the smallest percentage of Genesis Coupe buyers compared to the other models in the study, the numbers flip completely for Gen Y (1979-1994). A total of 29 percent of Genesis Coupe buyers were from the Gen Y set, compared to 24 percent for the 370Z. Move into the domestic sphere and the digits continue to plummet, with just 19 percent opting for the Camaro, while only 16 percent liked the Mustang enough to park on in their driveway.
Also of note, the median income for the 370Z buying group is considerably higher than that of the others.
A positive step for Hyundai, these numbers also suggest younger buyers are increasingly shunning domestic sports cars, painting a bleak future for these “heritage” machines. Recognizing this reality, Chevrolet recently unveiled the Tru 140S and Code 130R Concepts at the Detroit Auto Show. The former, a modern-looking front-driver and the latter a more traditionally styled rear-drive machine, it’s obvious Chevy sees the current Gen Y shift as a sign and is planning for a future where the Camaro plays a smaller role in its lineup.
Even before (and if) these models come to production, updates to the Genesis Coupe comes just in time, as the rear-drive sports car segment gets increasingly competitive this year with the launch of a car that’s sure to be a hit with Gen Y, the Scion FR-S.