TrueCar.com: Baby Boomers Gravitate Toward Luxury Vehicles

A new study by TrueCar.com indicates that baby boomers are into luxury and eye-catching appeal.

by Staff

July 26, 2011

2 min to read

SANTA MONICA, Calif. — Baby boomers, which TrueCar defines as people born between 1947 and 1965, are in the market for vehicle touting a more luxurious and eye-catching appeal, according to a new study by TrueCar.com. The study reviewed the purchasing behavior of more than 200,000 car buyers from 2009 and 2010.

"Many baby boomers are experiencing another phase in their life, the nest is empty and because they have reached a heightened income level giving them both time and financial freedom, they chose vehicles that provide them with a luxurious, safe feel and a youthful, sporty drive," said Jesse Toprak, vice president of trends and analysis at TrueCar.com.

The car pricing and trends Website compiled a list of the top brands baby boomers purchased in 2009 and 2010 by percentage of buyers. At the top of the list of brands were Volkswagen, Land Rover and Audi.

"Baby boomers’ buying preferences have shifted as their lifestyles have changed and can now afford the luxury vehicles they had been desiring but were unable to purchase due to priorities with raising a family," said Kristen Andersson, automotive analyst for TrueCar.com.

For more information, visit blog.truecar.com.

Top Brands for Baby Boomer Buyers (Born 1947-1965) in 2009 and 2010
Rank	Brands	Percentage of Baby Boomers Buyers
1	Mercedes-Benz	56.0%
2	Jaguar	55.6%
3	Porsche	54.7%
4	Ford	53.9%
5	Suzuki	53.7%
6	BMW	53.4%
7	Dodge	52.5%
8	Lexus	52.0%
9	Mini	51.7%
10	Volvo	51.5%

Top Models for Baby Boomer Buyers (Born 1947-1965)) in 2009 and 2010 and Current Discount Percentage
Rank	Make/Model	Percentage of Baby Boomers Buyers	MSRP (Manufacturers Suggested Retail Price)	Average Paid*	Percentage Discount from MSRP**
1	Porsche Boxster	84.2%	$59,550	$56,149	5.7%
2	BMW 6 Series Convertible	79.8%	$91,375	$89,075	2.5%
3	Mercedes SL Roadster	69.9%	$103,475	$98,445	4.9%
4	Land Rover LR2	67.0%	$41,500	$39,308	5.3%
5	Mitsubishi Eclipse Convertible	66.5%	$28,774	$25,353	11.9%
6	Audi A5/S5 Cabriolet	66.1%	$43,425	$42,524	1.8%
7	Volvo C70 Convertible	65.3%	$44,425	$42,130	5.2%
8	Chevrolet Aveo Hatchback/Aveo5	65.1%	$12,875	$10,946	15.0%
9	Mercedes M-Class Hybrid	64.0%	$56,685	$54,675	3.5%
10	Chevrolet Corvette	63.8%	$49,995	$45,017	10.0%
Average paid is the estimated average transaction price of a vehicle after incentives. * Percent Discount from MSRP is rounded to the nearest tenth