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Do younger vehicle owners want their rides to stand out?

Posted on Tuesday, January 28, 2014 at 9:37:48 AM

Public opinion may be of the belief that younger people aren't interested in vehicle ownership, with rising levels of debt and a challenging job market. However, a number of factors, such as affordable auto financing, could help this demographic purchase new vehicles.

One such motivational force is image, according to the J.D. Power 2014 U.S. Automotive Media and Marketing Report - Winter. Drivers under the age of 25 want their vehicles to stand out from the crowd. In addition, 27 percent of the young-driver survey respondents noted that they want a wide range of features and options, and a fair percentage believe that others can learn a lot about a person through their automotive choice.

The survey also found that many young drivers are passionate about vehicle ownership, and they also have a lot of pride - 29 percent said they wash and wax their autos themselves.

Moreover, a recent report by AutoTrader.com found that the dealership experience is a key part of a successful sale. Research performed by the organization found that most consumers won't buy from a dealership that they consider untrustworthy, regardless of price. With the prominence of the Internet for today's shoppers, it is easy to compare prices and options between locations. That means the deciding factor is often something else - like good communication or a friendly staff.