And how's this for savvy?
"Compared to Gen X and baby boomers, Gen Y consumers are most likely to influence others, but are also susceptible to being influenced by their peers. Roughly 70 percent of the Gen Y respondents said they're likely to sway a friend's vehicle purchase; only 60 percent of Gen X and 50 percent of baby boomers claimed the same. In particular, Gen Y has a large amount of influence over their parents – slightly more than 61 percent say they directly influence their parents final purchase decision. On the flip side, 88.7 percent ask friends for their opinions about a brand or model before buying a car, and 79.6 percent of these respondents say that their friends have a big influence on their purchase decision as well. Deloitte's survey found that Gen Y consumers are very influential overall and will actively promote a brand, even if they don't buy the car."
As the pickiest and most demanding market: American Automakers will need to cast aside previous products in favor of technological innovation, cost, mpg, power and design. Or, as my husband puts it so eloquently: "Get some ******* engineers in there to design some **** and get rid of these ****** accountants that just want to make cheap cars. Enough of the boring ****...I'm looking at you Toyota...bring back the Supra!"
Check out the article summarizing the survey by Michigan State of Baby Boomers, Generation X and Y and the Auto Industry here: U.S. Auto Industry Continues on the Road to Recovery with Generation Y Firmly in the Driver's Seat: Deloitte Survey.