Previously believed to be generally uninterested in the auto industry, Millennials have begun to surpass their predecessor (Gen X) in car purchases, as an analysis done by J.D. Power and Associates has proved. Millennials now account for 26% of new car purchases while Gen X accounts for 24%. Baby Boomers still account for the largest segment of new car purchases, holding a majority of 34%, however marketers are increasingly paying less and less attention to the demographic. Gen Y, the Millennials, are the fastest growing segment due to their age, more so, their youth.