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Gen X, Y Not as Brand Loyal as Older Generations, GfK Automotive Reports

October 27, 2011

NEW YORK — Results from a survey by GfK Automotive indicated that Generation X (born 1965 - 1980) and Y (1981 - 1994) have yet to demonstrate the same automobile brand loyalty as their older counterparts. Their ever-increasing presence in the automotive marketplace will continue to pull overall brand loyalty downward, assuming current allegiance levels remain the same.

These generations are more concerned with their home entertainment systems, smartphones and the Internet rather than the car they drive, according to GfK. The research company suggests that automobile marketers develop a method to reach these consumers and offer them automobiles that may incorporate some of the connectivity technology they consider most important to them.

"Automotive brands need to be aware of the effect of disenfranchisement among both Generation X and Generation Y, and ensure appropriate product and marketing efforts," said Doug Scott, senior vice president of GfK Automotive. "Younger purchasers are least brand loyal, while Boomers and Pre-Boomers remain brand loyal."

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