With the large number of Generation Y consumers driving, the automotive landscape has forever changed. Gen Y, consumers between the ages of 19 and 31, will account for 40 percent of the vehicle buying population by 2012. Numbering 75 million strong, this demographic is self-reliant, tech saavy and demanding – and automakers will need to adapt. 

Deloitte’s third annual Automotive Generation Y Survey explains that the factors important to the Gen Y consumer when selecting an automobile have shifted. In 2009, “safety” was the overriding consideration. In 2010, “value” was most important, and in 2011 “cockpit” technology and a positive shopping experience topped the list.

The survey highlights three challenges automotive manufacturers face:

1. Positive Shopping Experience:

   To the Gen Yer, positive shopping experience is everything, and 82 percent of them get excited about the vehicle shopping experience – a much higher percentage than Gen X or Baby Boomers. Gen Y consumers expect a positive experience and are more negatively impacted by bad shopping experiences. 

2. Innovation:

   Gen Y consumers value innovative ideas and expect new technologies to be rapidly integrated into their vehicles.  

3. Distracted Driving Issues:

   Distracted driving is a key factor in new regulations and mobile technologies. Now, the burden falls on automakers to address and resolve these concerns.

The automakers who can best adapt and address these challenges to satisfy Gen Y drivers will be well-poised to lead the market. Automakers can begin to address these challenges in the following ways: 

• Create a seamless, positive shopping experience for the Gen Y consumer

• Add technology features to the vehicle quickly (in weeks or months, not years)  

• Address the safety issues inherent in mobile technology and distracted driving

By partnering with a third party fulfillment provider, like Archway, automakers enlist the experts to target and integrate industry trends into a seamless backend solution. This keeps the automaker’s focus on innovative thinking that drives futures sales.