New Car Buying by Young Rises After Years of Decline

Young buyers are inching back into the new-vehicle market after several years on the sidelines, helped by easing credit and a slightly improving job market.

“Younger buyers have returned to market at a higher rate than any other age category,” according to a recent report by J.D. Power and Associates’ Power Information Network.

The young buyer group — from teen years through age 35 — is a hefty 23% of so-called retail buyers, the highest since 2008, according to Power. The retail sales category excludes multiple-vehicle sales to fleet buyers, such as rental-car and taxi companies.

Data from Polk, which tracks new-vehicle registrations, not sales, found a similar trend, showing buyers ages 18 through 34 are 12% of all new-vehicle registrations from January through July this year — highest since 16.4% in 2007.

Power’s Thomas King, a senior director, says that high used car values could be helping younger buyers who have something to trade-in or sell. Credit is also easier to get, and “We are also seeing growth in longer-term loans, 72 months and over,” which reduces monthly payments, he says.

Long loans, however, can lock buyers into long ownership. It takes years before the loan balance is less than the value of the car, delaying the next purchase.

Still, the rebound is huge for car companies, which depend on an influx of youthful customers as their lifeblood. Younger shoppers don’t buy high-profit vehicles, at first, but if they can be well-served and kept loyal, automakers believe they’ll move up to very profitable models as they get older and richer.

Big gainers with young buyers: Hyundai and Kia. Polk says together they had 11% of the new-vehicle registrations by young buyers, up from just 5% in 2007. European makers, mainly Volkswagen, also grew, edging up to 4%.

Polk says Detroit makers, meanwhile, fell 3 points to 37% of the group. And Japanese brands tumbled 6 points, to 41%.

Sales tallies from show a similar, if less dramatic, move back into the market by younger buyers. Its data show that buyers ages 18 through 34 accounted for 12% of new vehicle sales from January through July this year, up from 10.9% for all of last year. But still shows that percentage trailing 2008 through 2010 by a point or two.

Too soon to call it a solid trend, says Tom Libby, senior auto analyst at Polk: “They’re beginning to put their feet back in the water, but we’re not near the (normal) level” of 2007.

Says Libby, “One theory is they’ve just lost interest in new vehicles; they are more interested in being online, connecting that way. If that holds true, we’ll never see the number come back.”

But Libby believes that’s a false reading: “They are as interested as ever,and when economic conditions improve, they’ll come back.”

(Source: USA Today, 09/27/12)

Author: alisonsawhill

Marketing and Advertising Manager, 20+ years of success, working with clients on a local, regional and national level. Experienced in strategy, development and execution of clients marketing plans using all media tools, including Radio, Internet, Social Media, Events and Promotions.

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