Scion, Mazda, Mitsubishi Models Appeal Most to Younger Buyers

Grace Hamulic

Import models—especially compacts—continued to attract the highest percentages of younger buyers (ages 16-35) during the first two months of 2011 (Jan. 1-Feb. 21), based on analysis of our Power Information Network® (PIN) retail transaction data.* All 10 models with the highest percentages of younger new-vehicle buyers were Japanese and German imports—which was the same as in the past several years.

This year’s results are somewhat similar to last year’s same period results. The Toyota and Scion youth brands accounted for three of this year’s 10 models with the highest percentages of younger buyers. In addition, Mazda and Mitsubishi each had two models among the 10 with the highest percentages of younger buyers. A year ago, the 10 models with the highest percentages of younger buyers included two from each of the Scion, Mazda and Volkswagen brands. One premium model made the list this year—the BMW M3. Continue reading ›