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Foreign Cars are in for Young Buyers

Style, performance and affordability: these are the three things that teens and adolescents in the age of 20s want when it comes to cars.

All these three characteristics are found in a foreign car. According to experts the buying trend has taken off in recent years as foreign car companies have gone out of their way to attract teenaged customers.

Based on the data from the Power Information Network, those between the ages of 15 and 30 prefer to buy foreign vehicles more than domestic ones. Among the top 10 vehicles preferred by young adults in 2006, only two were basically domestically branded. These were the DaimlerChrysler's Jeep and General Motors' Pontiac.

Claiming the number 1 spot is Toyota's Scion brand. According to the analysts, such preference happens because Scion vehicles are affordable and are easy to modify.

Two years ago, 27-year-old Jason McGhee bought his Scion tC. He was most concerned with its being eye catching that no one else could own except him. And the Scion caught his attention. He said that Scion was almost like a child’s play that it is ready to be upgraded whenever you are ready.

Toyota created Scion in 2003 with the aim of targeting the youth buyers to later purchase a Toyota or Lexus. Having 3 brands (the tC, xB, and the xA), the Scions are specifically marketed to Generation Y or those between the ages of 18 and 25.

The vehicles offer satellite radio and are all iPod-compatible.

LaKeith Bradford, a Scion manager at Page Toyota in Southfield, said that the company favors to let the brand to speak for itself. He explained people want a lot of car for their money and that Scion owners usually spend $2,000 or more on vehicle upgrades.

Mazda with its Mazda OEM parts and Volkswagen are also popular among the younger buyers. These companies use culture and events to impress young crowd. Volkswagen, for example, has become known for popularizing music that is often ignored or neglected.

Mazda, on the other hand, according to marketing director David Klan, is involved with motor sports events that attract young people to the brand.

Christopher Li, a research associate with Power Information Network, said that while the domestic brands do not top the consideration list among young buyers, they are trying to integrate more technology into their vehicles to win the hearts of the Gen Y customers.

He added that the present generation of young buyers is pushing a lot of companies like Ford, GM and Chrysler toward technology as they try to be integrated with the latest technologies. Nonetheless, more locally branded vehicles are MP3 player compatible.

Manager Wendy Clark of GM's Chevrolet product communications said that they are keeping an eye on Internet blogs and social networking sites such as MySpace.com and YouTube.com to see what comments young people post about automobiles.

GM claims its Chevy Aveo and HHR have been click with buyers younger than 30.

Vice President Art Spinella of CNW Marketing Research in Oregon said that the concept behind young people preferring foreign cars rather than domestic is more about perception. He added that young people opts such brands due to peer pressure especially that they are image conscious.

Nonetheless, some buyers disagree by saying young customers chose foreign models because of better performance and quality.

Eighteen year old Paul Brakeman asked his parents for a Honda Civic. He said they had Ford before and every two years they would have to change the transmissions.

Edmunds.com industry analyst Alex Rosten noted that it is essential for Detroit carmakers to captivate buyers while they are young. He said that in order to retain young buyers for a lifetime, the car makers must build smaller cheap but stylish cars.

Mazda's Klan said that car makers must be original and create valued cars because today's buyers are very meticulous. He explained that present day consumers seek information on their own terms, control the message and are not afraid to make their own decision.

About the Author

Kraig Johanssen is a native of Connecticut and holds a degree in Software Engineering. He now works at a software development firm in Alabama. His love for writing and great interest on cars makes him a proficient contributing author to various automotive magazines.

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