I would say, surely they're not that pretentious... But maybe they are
NOVEMBER 12, 2013 - 5:37 PM ARTICLE 8 OF 10
Gen Y buyers are shunning locally produced cars.
Aussie cars suffer from daggy dad label
Gen Y shun local models as “backlash from parents”.
In another blow to the Australian car industry, a study of motorists has found successful young people are the least likely to consider buying a locally built new car.
The Roy Morgan survey of more than 40,000 drivers found that Australian-made cars continue to appeal to “battlers” and those in their “golden years”, and that urban Gen Y drivers with disposable income have turned their backs on Australian cars.
Roy Morgan communications director Norman Morris says the problem could be cultural.
“I don’t think it’s just a ‘made in Australia’ thing,” Morris says.
“There’s a change in mindsets out there and they don’t want the car that dad drove.
“I think it will be a lost cause trying to get them to buy Australian made.”
While Holden was ranked in second place overall on a list of cars the survey participants would consider buying, it was a different story when separated among age groups with younger, cashed-up and tech-savvy drivers putting the Australian Icon in eighth place.
Toyota, Mazda and Volkswagen took top ranks for a young group dubbed “metrotechs” by the research arm’s categorisation scheme.
Dr Edwina Luck, a marketing and Gen Y expert at the Queensland University of Technology, says Holden may be a victim of daggy dad syndrome.
“It boils down to perceptions,” Dr Luck says.
“Holden is the working man’s car, Toyota is a family car… Volkswagen is very hip, very groovy and cool and that is big for a young person.
“I wonder if it is backlash from parents and grandparents.”
Sales of Australian-made cars have plummeted by 44 per cent in the last five years, with market share dropping from 16.5 per cent in 2008 to 10 per cent today.
More than 30 per cent of new car buyers indicated within a Roy Morgan survey in 2002 that they would consider a Holden.
That number halved to 14.9 per cent in April this year, according to results of the same survey.
Roy Morgan data suggests Mazda is on top of shopping lists for regular cars, and Audi is the most sought-after luxury brand.
Dr Luck says Gen Y are less likely to be loyal to products, and expected brands to treat them like an individual.
“They are more fickle and they are more demanding. A young person will take their money and walk, while an older person may say it is too hard,” she says.
“The consequences don’t matter to the younger generation.”
Gen Y buying preferences could also lead to a world where automotive showrooms are replaced by websites.
A survey of 450 Australian drivers commissioned by online car sales service Autogenie has found that 64 per cent of respondents aged under 35 would buy a car online without setting foot in a dealership, while only 37 per cent of people over 55 would buy a car online.
Subaru is the only carmaker in Australia to offer an online-only ordering service, which is limited to the BRZ sports car.