Top 10 Car Brands for 18 to 34-Year-Old Buyers
Thanks to data from automotive research firm Polk, we were able to compile a list of the top 10 most popular automakers for buyers aged 18 to 34 – roughly the Gen Y set.
There are quite a few surprises on the list, most notably that Scion is missing. The Toyota spin-off brand was designed to target specifically that age group but weren’t even on the top 10 that were most successful at targeting young buyers last year. Also, you may be surprised by the differences between the top cars for teens and the automakers that made it onto this list.
Starting off the top 10 is MINI, the British automaker known to make fun and compact, yet functional cars. The Cooper models has a near cult following in the automotive community and with just over 10 percent of its buyers between 18 and 34 years old, it’s obvious that the younger Gen Y embrace what MINI is all about.
There was a time that Honda would have easily topped the list, but recently styling decisions by the Japanese automaker have left quite a bit to be desired. 10.5-percent of Honda buyers last year were in the Gen Y group which further reinforces the fact that Honda is losing its grasp on the younger market. If it’s any consolation though, Honda still has its main competitor, Toyota, beat.
Tied with Honda is Subaru, where undoubtedly the WRX models have helped it gain market share among the younger generation. Even though plenty more vehicles are coming with turbochargers as standard equipment, Subaru’s WRX has always been known for its all-wheel drive and turbocharged performance.
Surprised to see Dodge this far up on the list? We are too. Impressively, the American automaker has 10.7 percent of its buyers between the ages of 18 and 34 and that’s even before the Dart hits dealerships. We reckon a lot of those buyers are new parents getting behind the wheel of Caravans, but no doubt the Challenger and Charger models are attracting a younger demographic.
Kia solely represents for the Korean automakers, which proves its brand is doing just what it wants to. 10.9 percent of its buyers last year were in the Gen Y set, reinforcing that the recent changes to its model lineup has been successful at grabbing the attention of Gen Y enthusiasts. More importantly though, it solidifies that Hyundai is reaching its target market of adults.
Without a doubt, the Jeep brand still offers a fantastic compromise between affordability and functionality. People in this age group looking for a rugged SUV that’s still fun to drive, has helped keep the brand popular over the years. We’re a little surprised that only 11.1 percent of Jeep buyers are between 18 34 years old.
Nissan has always been the Japanese automaker trying to cater to all markets with its diverse model lineup. The 370Z has been a home run for Nissan and most definitely helped contribute to the 11.6 percent of younger buyers. But it’s hard not to see a bunch of successful models for the Gen Y demographic, including the Versa, Sentra, Altima, Murano, and Juke.
The sole German automaker on the list is Volkswagen, which is no real surprise given that BMW and Mercedes-Benz don’t aim for affordability. Over the years, the Jetta has proven itself to be a formidable option for those looking for performance and affordability, while the Beetle has done a fantastic job recapturing the hearts of younger buyers.
Apparently the younger generation is buying into Mazda‘s Zoom Zoom mantra with the Japanese automaker coming in second place with 13.4 percent. In fact, the vast majority of Mazda’s model lineup targets Gen Y buyers, ranging from its sporty Miata to its fun, yet roomy Mazda3.
As surprised as we were to see Scion missing from the list, we might even be more surprised to see Mitsubishi topping it. 13.8-percent of the Japanese automaker’s buyers last year were Gen Y proving that either the Evolution still has a tight grip on younger enthusiasts, or that the Eclipse is not as dead as we think. Or maybe the Galant and Outlander just have strong appeal with young buyers, but that would just prove that the Gen Y might be more boring than we want to admit.
Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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You do know that MINI is BMW owned, thus German, not British, right?
You do know that MINI is German not British, and that its owned by BMW right?