Youth culture has always been the target of much advertising and car manufacturers are eager to win their dollars. Millions have been spent over the last few decades trying to figure out exactly what college students and 20 something, often called Millennial’s or Gen Y, want in a product. After all, if you can win a consumer’s loyalty when they are young, they will spend the rest of their lives buying your products. In fact the under 30 demographic is roughly 80 million people in America and can account for $1 trillion in purchasing power.

This goes for car manufacturers as well. So far few automakers have really captured that market but GM and Chevy think they have some clues. In fact, they have gone so far as to test drive and research at universities and high schools.

One of the biggest surprises is that unlike decades pass, the Millennial shoppers are sticking mainly with used cars. With today’s economy few want to start making car payments. Those that do want new cars, have come up with some interesting ideas. The usual smaller cars and hatchback are out. The 20’s crowd wants a car with style, room in the back seat and some pep to it. Come to used vehicles for a great deal today.

This has emerged into a couple of different designs. For one, coupe type cars are in. Think similar to the Mini or the newly released Fiats. They are small, affordable and efficient yet stylish. Another option is a design that is a little boxier in the back with a front that faintly resembles a Camaro, Dodge Charger or similar “tough” cars. There were the prototype concept cars that Chevy and GM displayed recently in the famous Detroit Auto Show. They will be priced around 19k – 24 and GM hopes to start producing them within the year.

The Millenials are an interesting crowd. In the past, most people, especially the under 30 crowd, were really into cars to one degree or another.  Cars were seen as a sign of independence, adulthood and freedom. As soon as young adults turned 16 they would race out to get their driver licenses.

Gen Y has proven otherwise. Only 30 percent of them are getting their drivers’ licenses right when they turn 16 and many are waiting until later. Not only that, but they have little interest in owning their own new, fancy car and are far more likely to share a car with friends or family.

A large part of this is because Gen Y is much more into technological gadgets instead of cars. They would much rather have smartphones and Apple products then a car. In fact, one recent survey showed that they preferred not to drive because it meant less time online or texting. Japan’s youth culture began this trend a couple of years ago so it should be no surprise that it has spread over here. Still, for whatever market there may be for Gen Y and cars, GM and Chevy are determined to be a major player in it, both domestically and internationally.

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