In the Auto World, Size Matters to Gen Y
**This article was composed by myself and fellow TNGG member Harvey Simmons.
In contrast to a people who, at the dawn of the millennium, lived for the powerful guzzling SUV, Generation Y has gone Euro. Compact is back, and it is not just about gas prices this time. According to a recent study from Iconoculture, Millennials are interested in smaller cars more than ever before; this is interesting because our generation grew up during the age of mini vans and SUVs. I even went to high school with kids who drove trucks and Hummers. It wasn’t just guys who got behind these big rides though.
Over winter break I was catching up with one of my high school friends and somewhere in the conversation we started talking about our first cars. She drove a 1999 Land Rover and I used my parents’ old Ford Expedition. When asked why she loved her Land Rover at the time, she said the size made her feel powerful. However, for the record, my friend no longer drives a SUV and instead owns a more affordable sedan. The great appeal powerful muscle cars have on male Millennials does not necessarily fall out of the lines toward a smaller sedan, such as the Mazda 3, Volkswagen Jetta or Suburu WRX.
So why the change of heart? Environmental awareness and the economy have changed our perspective on living. Many Millennials are transitioning from that stage of receiving financial support to gaining complete independence from their parents. As the reality of growing up sets in,Millennials are figuring out what important purchases they will eventually have to make. For many, a car will be one of them.
Female Millennials are more career driven than marriage focused today, so getting the family mini van isn’t a big concern to them right now. A safe, economical, and good looking car is essentially all they need. Male Millennials will often desire agile, quick and efficient cars that represent an ideal of environmental consciousness and the freedom of the road. Additionally, smaller cars in some ways can take on more of a human spirit.
The automotive industry has to evolve with Gen Y’s fast paced lifestyle, similar to what Ford is trying to do. Ford has created buzz with its plans to introduce Twitter, Pandora, and other applications in cars to coincide with its SYNC technology. It’s likely that other automakers will do something similar in order to gain a following with Millennials , but to get their attention cars need more than fancy apps. Import cars make up a large portion of the automobile market, and American auto brands like Ford have a stigma among Gen Y.
Aside from providing great gadgets, automakers have to produce attractive cars or Gen Y won’t buy them. An America that is moving away from the Big Mac and toward the gym with a Subway sandwich in hand will choose “healthier” car options as well. With that in mind, a smaller car is reflective of a culture that likes to bop around in simple fashion while feeling the bumps of the road.
Photo Credit: jiazi
Ever since I got my license, I drove my family's minivan, because it was what was available — and I HATED it. I didn't like the size — it didn't make me feel powerful, it made me feel out-of-control if something went slightly wrong. And it didn't get very good gas mileage, and it drove me nuts having to fill up the tank about once a week. When it came time for me to buy my own car last fall, I wouldn't even consider anything bigger than a sedan — and a small one at that — and nothing that didn't get at least 23-25mpg. I could have done a lot better had I been looking at new cars, but the used one I bought isn't bad.
I like a lot of the points you make Kristen about Gen Y's driving smaller cars these days. And I have another one to add: urbanization. So many millennials are moving to larger cities and urban areas, and smaller cars are better suited there. Big cities usually have minimal street parking, small parking garages tucked under, above and between buildings; and walkers, bike riders and pubilc transportation clogging the downtown blocks. Small cars are just better suited for city living.
Right now I still live in Eugene, Oregon where I went to college and I don't own a car. Although it's the second largest city in the state, it still has a spread out feel and so many people deive large SUVs. I plan on moving to Portland soon and want to to live downtown. For a while I will use Portland, excellent public transportation system, but will probably get a car soon. I will definitely be looking at a sub-compact.
Not gonna lie, sometimes I miss my 1993 Black Ford Bronco (yes, the OJ car). She was affectionately referred to as “Leslie the Les-mobile” because of her size and presence. I still like big commanding cars, but like you said, I drive a Toyota now.
I hated the family SUV I drove most of the time, it was ugly and too big. The only time it came in handy was when my friends and I would drive around together or go on a little trip. What car do you have now, Angela?
Good point, Alex. I live in Boston now and although I don't have a car here (public transportation and Zipcar are convenient and more affordable) if I did it would probably be no bigger than a sedan.
I do miss the van at times when I could use the space — hauling skis and friends to the mountain, going to the drive-in (there's no better way to do it than take all the seats out and pile everyone in the back). I drive a 2000 Chrysler Cirrus (it's the Seabring now, basically). Gas mileage isn't super, and I've had to put a little more money into it than expected, but at least I feel in control when I'm driving now.