Survey shows that 18-34-year-olds prefer domestic brands.

[Perian]

Survey shows that 18-34-year-olds prefer domestic brands.

The brand favorites of 18-to-34-year-olds when it comes to what they eat and drink, where they shop, and what they drive are as American as Ray Kroc, Sam Walton and Henry Ford.

McDonald’s, WalMart and Ford top the choices of this marketing-demographic-to-die-for, according to the most recent Scarborough survey of more than 210,000 Americans.

Though their numbers are 10 million less than the 42-60-year-old baby boomers, 18-34s’ longer life expectancies give brands a longer crack at snagging their brand loyalties. That has made this demographic the Holy Grail of the marketing world.

So far, you can color their preferences red, white and blue.

Their buy-American attitude is even more pronounced in their choice of vehicles – 30.4 percent said they lived in a household that has a new or used Ford in the driveway, more than twice as many as Japan-based import brands Toyota and Honda. And it’s not just young people who live at home and drive their parents’ cars – Ford still held a two-to-one across-the-board edge when Scarborough split up the demographic between 18-25s and 25-34s.

Article continues here:
http://media.ford.com/article_displa...ticle_id=23568

[Perian]

Keep in mind that this is a press release from the Ford Motor Company.

It would be very nice if these survey results were indeed accurate.

Let's hope this group gives Detroit a fair shot.

[RamJet502]

Maybe the world isn't coming to an end.

[Jay]

Well, I'm between 18-34 and I prefer domestics, although I have no interest in driving a Ford.

[macphisto]

I've seen a lot more of that from people my age. Most of the people I know would prefer to buy an American badge. I see a lot of 20-somethings driving Cobalts and Focuses around here, more than I see Civics, Corollas, or Altimas. I think quite a few of the younger people will buy American and will likely prefer American, especially if the design of the cars gets better.

[pkd87]

Thats good news but it is from the Ford Motor Company so I wonder how much of this is skewed.

[Ming]

Well I certainly don't see it where I work, but most of the people I work with are 35 and older. Many of them have never driven a domestic in their lives, having started on moms hand-me-down Civic and gone on to Toyotas Nissans and Audis. That is, when talking CARS. As far as trucks go, the 35+ crowd where I work is more open to domestic brands like Ford and GM, especially with the bigger trucks.

A few domestic brand cars, like the Dodge Charger, Saturn ION and Pontiac Solstice have made inroads with my co-workers and have them considering Detroit 3 brands again. But other than those I really can't think of any mainstream Detroit brand cars I've seen in the garage that are new, like the 2006 Impala, Malibu, Fusion or Five Hundred. Nope, my parking garage is filled with Acuras, Audis, Hondas, Toyotas, and an assortment of SUVs without any obvious brand presence. When I buy my 2007 Impala, I'm sure it will be the only one in the garage (perhaps one of two), and this is a 4 story garage with 2-300 cars on a normal day.

[A Bum In A Bus]

And this is why Toyota is trying so hard to convince americans that they are just as apple pie as GM and Ford. They have already convinced the press, now if they can get the youth of America to jump on their bandwagon they will finally get their wish, to bury the american automobile. The future of our country is in the hands of this very important age group, buy american, your very future is resting on the decisions you make today.

GM and Ford are starting to produce some of the most exciting cars and trucks ever, nobody makes a better looking ride than the Solstice and Sky, and soon the Aura. This game is for all the marbles guys, it's time to take up the fight, I don't want to ever lose the American Automobile, the greatest ride on earth.

[boydrive]

Am 33 and drive a Solstice and a Acura TL. I bought the Acura to see how great Japanese cars are and the results is that the Acura is on its way out, going to be replaced by the new CTS (Am ready to drive real luxury). I also know a lot of my friends in this AGE group who do not care who makes it but if they like it. I.E my 21 year old girlfriend is going to trade her 350Z convertible for a Hummer H3.

[56 Starchief]

i am 19 and i go to Rutgers---one of the most diverse universities in the country with 35,000+ students. one of these days i will shoot a picture of the main parking lot on my campus because it is a beauty! a red 66 mustang with original paint, a 73 olds cutlass in traditional 70s puke green, on occasion my 56 Pontiac (hehe) an 86 Grand Prix, as well as a ton of Cobalts, old GM10s and W-Bods--one guy has a hopped up black 2003 Impala with RED chevy badges--my Ford Escape, as well as tons of FoxBod Mustangs, FBods (WS6 and SS heaven), Neons, an H3, Tahoes, Silverados...its great! of course there are civics and such but theyre the minority and the people that love their cars the most are the old mid-90s Town Car owners and Cavalier drivers it seems! they see their cars as badass whereas the imports are pansy cars.

[BigAls87Z28]

Hey there 56, cool to see you are at Rutgers. A bunch of us meet up at the Grease Trucks every weds night at around 10-1030pm.

Anyway, Maybe they group Aston Martain, Land Rover, and Jag in with "Ford" cars. I dont see many 23 year olds with a Ford 500 poster on the walls. Not too many of my friends go, "Man, that Escape is phat!!"
Mustang and Focus are probably the 2 biggest cars for that crowd.

[kodos78]

Build a good car, and the buyers will come in droves. Just give people a reason to buy an American car, and they will. Give them a mediocre product, and they'll go elsewhere.

Not hard to grasp! Look at how well the Focus did when it came out! They could have made people forget all about Civics if they pressed their advantage.

Lets make sure that GM keeps improving the Cobalt, to make sure it doesn't wither like the Focus. Heck, people seem to even be buying that fugly Caliber in droves.

Give people a good American car to buy (CTS, Corvette, Fusion, Mustang, GMT-900, etc) and they will. I buy American cars, but will only buy GOOD American cars.

[SJZ3]

Rutgers alum here (class of 2000). I remember the grease trucks...never was a fan of them though!

[powervette]

Originally Posted by boydrive

21 year old girlfriend is going to trade her 350Z convertible for a Hummer H3.

ha ha ha,in Europe 21-year old girls drive this:

[kenman923]

Well, the Fusion is one hot looking car that can be a real contendor to Camry and Accord. Just wait until the Aura comes out, then Ford may lose some of their footing.