Commentary

74% of Gen Y car buyers need a co-signer

  • by , Staff Writer, March 19, 2012

Yikes: some 3 out of 4 Gen Y car buyers need a co-signer to get behind the wheel of their own car, according to Own Peacock, national marketing and communications manager for Scion, talking about Toyota's efforts to target young consumers (and the older consumers who make it happen financially).  While I'm just speculating, I wonder if that reflects the effects of the economic downturn, which has resulted in sky-high rates of unemployment among young American adults ages 18-30. Which in turn raises questions for marketers, about the long-term impact of the downturn on consumer behaviors among young adults who spent the early parts of their careers (if they have a job) in a terrible economic environment.  Something I'll be exploring in a series of articles this year.

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