Car sale volumes to Gen Y consumers (born 1977-1994) are on track to grow by 16% by the end of 2014 in the USA.

Gen X (born 1965-1976) volumes, however, are only expected to increase by 6%.

Sales approaches that engage this fast growing Gen Y customer audience have therefore never been more pertinent. Dealers must respond to these changes in the USA, as they will invariably be reflected in the UK in the coming months. 

As Shaun Harris, Codeweavers' Sales Director, notes:

“As the UK continues to come out of the economic downturn, we should expect Gen Y consumers to be particularly active in terms of car buying. Growing incomes and families will be central themes for this audience; as is the reality that they are digital natives. Their needs in terms of vehicle, marketing, sales and service experience, will be built around convenience, transparency and choice. They are demanding customers, very comfortable with self-selecting their car.”

In the US, the latest data shows that Gen Y customers tend to favor smaller vehicles, with compact/small vehicles accounting for nearly half of all Gen Y purchases. It is a choice based upon expediency, with many such buyers seeing the car as a functional tool. They see the purchase of ancillary services in a similar way efficiency ad good design is essential to the way such services are presented.

“These customers want convenience," concludes Harris. "They will shop at home for their next car and expect to find detailed information about the car, finance and aftersales support.

"If this type of data is not easily accessible, they will move on in a click. To ensure they do not move, dealers really must ensure their capacity to meet the needs for this rapidly growing opportunity are met in full.” 

Visit Codeweavers and discover more about strategies to target Gen Y customers.