Automakers' pursuit of youth

MySanAntonio.com

G. Chambers Williams - G. Chambers Williams III

Web Posted: 05/22/2010 12:00 CDT

A new study by the auto website TrueCar.com suggests Volkswagen is doing a good job appealing to youthful consumers. Its GTI compact hatchback had the highest concentration of owners younger than 34, with 23.4 percent. The Routan (above) was the second-highest with 23.3 percent. COURTESY OF VOLKSWAGEN OF AMERICA

… TrueCar uses the 18-to-34 age bracket in its definition of “young” and says its study showed that 18.3 of Mitsubishi's customers are in that bracket, as are 18 percent of Mazda's and 17.6 percent of Volkswagen's.

…Among specific vehicles identified by TrueCar as having the highest concentration of owners younger than 34 were the Volkswagen GTI compact hatchback and Routan minivan, at 23.4 percent and 23.3 percent, …

“Even though customer loyalty is not what it used to be, capturing young buyers is still critical to the longevity of the automakers,” said Jesse Toprak, TrueCar's vice president for industry trends. “Not only do these younger consumers buy cars for themselves, but they also often influence purchase decisions made by their families and friends.”…

TrueCar says the average age of Mazda buyers overall, 47, is the lowest in the industry. Others that come in younger than 50 are Mitsubishi at 47.2; Volkswagen, Audi and Hummer at 47.5; Mini at 48; BMW at 48.5, Jeep at 48.6; Acura and Nissan at 48.7; Infiniti at 48.9; Porsche at 49.1; Dodge at 49.6; Saab and Honda at 49.7; and Suzuki at 49.9….

Toyota came in at 51, tied with Subaru and just barely beating Mercedes-Benz at 51.1 and both Ford and Chevrolet at 51.9. Hyundai's average buyer age is 52.3, reflecting its popularity among retirement-age buyers who are also quite price-conscious. Kia, the Hyundai subsidiary, came in at an average age of 50.2…

Lexus and Jaguar were in the middle at 53.6 and 53.2, but Chrysler skewed a bit older, at 54.5.

Volvo came in at exactly 50, while the GMC truck brand was at 50.1 and the Smart minicar at 52.3.

The automotive columns of G. Chambers Williams III appear Friday, Saturday and Sunday in the Express-News Drive section. Contact him at (210) 250-3236; chambers@express-news.net.