Rebel without a car?

Is the love affair between cars and young people starting to cool?

That could be the case, according to a new study of auto-related online commentary among teens and young adults by J.D. Power and Associates.

Between January and August, the market research firm analyzed hundreds of thousands of “conversations” on auto-related sites such as Autoblog, personal blogs and social networks such as Twitter and Facebook.

The goal was to gauge the perceptions of Generation Y (those born in the 1980s and early 1990s) toward the automotive industry in general, as well as toward specific vehicle brands. The analysis divided Gen Y into teens (12-18) and “early careerists” (22-29).

According to J.D. Power, “Online discussions by teens indicate shifts in perceptions regarding the necessity of and desire to have cars.”

American teenagers without a set of wheels? James Dean, who drove a '49 Mercury to fame in the 1955 movie "Rebel Without a Cause," must be spinning in his grave.

Part of the reason could be economic, the firm said. During the worst recession since the 1930s, the cost of owning and maintaining a car likely makes less sense than it did when gas was 30 cents a gallon and every red-blooded American teenager yearned for a Chevy Camaro or a Pontiac GTO.

“Also, with the advent of social media and other forms of electronic communities, teens perceive less of a need to physically congregate, and less of a need for a mode of transportation,” the study concluded.

That can’t be good news for the auto industry.

“The negative perceptions of the automotive industry that teens and early careerists hold could have implications on future vehicle sales,” said Chance Parker, vice president and general manager of J.D. Power and Associates Web Intelligence Division.

“Generation Y could have the greatest spending power of any generation — even surpassing that of the Baby Boomers. It will be essential for automakers to earn the trust and loyalty of Gen-Y consumers, who are particularly critical of brands and products.”

In Japan, the first major developed country to actually experience a decline in car ownership, disinterest among young people in owning cars — especially in urban areas such as Tokyo — is cited as one of the factors behind “demotorization.”

The trend is already having a serious impact on the Japanese auto industry, and poses a threat to car-dependent businesses such as restaurants and retail establishments located away from public transportation lines.

Of course, there’s always China. A J.D. Power analyst told USA Today a few months back that China’s 1.3 billion people “are simply wild about cars.” Back in January, monthly auto sales in China surpassed those in the United States for the first time ever.

U.S., Japanese and other automakers increasingly have been looking to China for sales growth, although the nation is also rapidly developing its own homegrown stable of car companies.

-- Martin Zimmerman

Photo: James Dean in "Rebel Without a Cause." Credit: Associated Press file photo

Comments

[Timber]

There's something to this. My boys, ages 20 and 17, have zero interest in cars, getting a license, or owning one, despite our urging. Don't know what it is, but it's there. They both ride bikes all over.

[Bruce]

How is gen Y going to achieve the "greatest spending power of any generation"? My teenaged son has not been able to find a job in nearly a year of trying - and we are in the midst of the biggest economic downturn since the great depression. We need 10 million new jobs just to get back to where we were - so the early years of these young adults' working years are pretty bleak.

I wish I didn't have to piss away all that money on driving a car - and you can bet once I retire in 2 years, I'll be that proverbial little old lady from Pasadena - without the super stock Dodge.

[Ben L.]

In automotive forums, most of the highly enthusiastical people are older 30+. Have not seen any young people being enthusiastical about cars like I use to be.

[Lodge]

In 10 years from now same thing will happen with the internet. Things are just cooler when they're new.

[al omer]

that study wasn't done anywhere near my neighborhood.
I have 5 kids - 4 boys and a girl - ages 8, 10, 15, 19, and 20, all of whom lust after the best cars on the planet. The 20 year old drives and pays for a BMW 5 series [ after totalling his Audi TT] to the severe detriment of his bank balance. He is in heaven every day.
The 15 year old when asked what he wanted for his last birthday - An entire day kicking tires on Newport Beach's Exotic Car row. We had a great time and the expensive auto dealers showing the worlds best cars couldn't have been nicer or more gracious to a young man living a dream. A 19 year old lady that is saving for a Mercedes. 8 and 10 year olds that doodle cars in math class - and later detention.Car lust is alive and well and shows no sign of abating

[RenR]

Well im sure their something to this. I know a lot of the younger gen 25 or less have grown up modifying import cars instead of american cars. And even then, its a burden to have a nice car because a lot of them of are afraid to have their car stolen. another issue here in california is the extreme regulations against lifting/ lowering/ modifying exhausts. These things just make you a target for the chp. Its no fun to be a auto enthusiast here. I agree with gas being an issue too, its not "cool" to drive a gas guzzler with the myspace generation.

[Francisco]

A lot of my friends/peers in their late 20s and early 30s aren't very concerned with what kind of cars they own, and i'm no different. Though at 15-17 I would have told you I want a '65 camaro ss... cars like those seemed to represent moments in American culture and the freedom of the open road. But then, reality hits. Classics are overpriced and gas guzzling while current options of new cars are (like much of our cinema today) failed attempts to revive past glories.

A vehicle is a must for great road trips, but it's about comfort and being able to load your friends into it... but in the city, a bike is a way to avoid traffic and doubles as a regular physical activity when used for routines like getting to work. Myself, as well as a lot of my friends, grew up in LA but had an opportunity to live/study in places like the Bay Area, New York, and Boston and we'd like to see nothing less than the option to be able to maneuver around the city without needing to have a new car to make payments on all the time, spend money on maintenance, and more on high priced fuel... let's not even get into adding to traffic or carbon footprints.

I grew up in the Northeast San Fer Valley, and I appreciate my parents decision to search for a house with a yard, good schools (well, so they thought in 1980), and be away from the mayhem of the city. But, as the city sprawl and search for that California home expands past the Valencias, the Simi Valleys, the Alhambras, and beyond, some of us want to make an attempt to revive 'city life' and culture and be part of a more sustainable reshaping of our city from the inside.

Not to mention that with access to read and see all the sorts of things going on the world today, it's a relief to know that we're not overly concerned with how many racing stripes, cylinders, or horsepower we've got.

[not the chauffeur in my house]

Why should they want to get licenses and cars and drive themselves anywhere when their parents have been and are more than willing to continue to cart their lazy behinds around - even into their 20s? Make them take the bus once in a while and THEN you'll see how fast they want their license and a car.

[Jonathan]

This is definitely true! I am 20 yrs old and have a car (nothing special) but I'm considering selling it due to the cost of insurance, gas, etc. and moving into NYC and taking the subway. Most people don't truly need cars. Maybe when I'm rich I'll get something nice.

[Ed C.]

I'm in between the Gen X and Y demographic, and I appreciate cars, though I have largely used mass transit for the majority of my daily commutes. The car I drive is only for the weekend, or for getting to the train station, which is only 4 miles from where I live.

Car parking is a premium in NYC. Many New Yorkers just huff it or ride a regular bicycle/motorcycle. And it will be the case in LA as many people younger than 40 would rather live in the city than slug through traffic.

[Ed C.]

Forgot to mention that LA's Metro system is maturing. It's not as extensive as New York's but it is getting there.

[David Theiss]

Cars suck--they're destroying the planet and cost and arm and a leg to own. Hopefully, after the boomers are gone, we'll finally get some effective public transportation.

[Michael]

I suspect it's because today's cars, while far more efficient, are far less interesting--from the outside or under the hood. Stylistically, they're all jelly beans with wheels.

[Michael]

David Theiss: Only boomers drive cars? Gosh, who knew?

[Tom]

I think RenR has it pegged. In addition, "modern" cars are far too difficult for the average individual to customize on their own, and the current laws make modifications very difficult. Government vultures salivate at the opportunity to write revenue generating "fix-it" tickets, which makes customized or performance cars rolling bulls eyes for the police (defacto tax colector). The current restrictions on teen driving also serve to delay the love affair with automobiles, and by the time they have unrestricted licenses, it's tuition, fees, books, etc. which force them into cheap, anonymous econoboxes.

[Arturo]

As a native Angeleno, who has been a refugee on the East Coast for some time now, I can certainly see why the love affair would be over. Whenever I consider moving back to Los Angeles, the mere thought of having to own/maintain/pay for a car gives me hives. I am happy to ride the subway and people watch, flag down a cab and have someone else drive me home at the end of the night and to drive a different, cool car everytime I absolutely need one with my Zipcar account. Owning a car is nothing but a headache and a waste of money!

[Jesco]

While there are many contributing factors; negative perception associated with the environment, regulation, complexity, a bad economy, etc. I believe the biggest reason for the disconnect between youth and cars is a lack of coolness. The modern car (affordable ones anyway) are not sexy, they are not cool and really, they can't be. What they are is appliances. A nice economic car is not much different than a washing machine or a refrigerator. It is just a tool we use everyday out of some sort of necessity and that has sucked the cool right out of it.

[Matt]

The bicycle is the future. Lower cost, more fun, better for an individual's health and the health of the city and the planet. The kids know.

[P-Cat]

There's truth to this but the methodology is also flawed. To suggest there's a diminishing interest requires tracking, which involves fielding the same study repeatedly. To only compare two age groups discounts the role of life-stage in the analysis: Teens have very different (and less realistic) views of cars than do those in their 20s.

That said, yes, there has been a shift in attitude towards cars and car companies. They are less the symbol of status or power that they once were and young people have far more realistic views of climate change and economic impact on ones' life of expensive performance cars (the most popular vehicle type over time).

But is this an actual "trend" or is this the result of economic pressure? IMO, JD Power did not field the appropriate methodology to tell us.

[Tony]

And tomorrow we'll see another story about teenagers street racing and then we'll talk about Fast and Furious again,...the newspaper changes their mind every day.

The simple answer is this: Most states have increased the age to drive to 18 (without an adult). If there is no jealousy issues in the school parking lot, then other teenagers don't feel the pressure to keep up.

[LJL10029]

it's because
1. traffic is a waste of human life
2. we've paved over half the country with parking lots and it's gross

[George Edgemont]

I see more young people (ages 15-25) on bicycles than driving cars. Though these are not the 10 or 12 speed bicycles of my youth. These are high-gloss painted fixed gear bikes , with colored chains and rims, some with or without brakes. They ride faster than the car traffic on the city streets, through the red lights, weaving in and out vehicles, frankly making me nervous.

Kids will be kids, still doing dangerous things....but at least on a fancy fixed gear bicycle, their chances of serious injury is lessened, just slightly, than driving a car.

[Phone Answerer]

Sadly, I completely agree with this post and the study. All factors are against our generation in demanding cars. From high unemployment, to high cost of ownership, to the tendency toward a virtual lifestyle, cars are becoming viewed more as a necessary appliance than a means of freedom and self expression. As that happens, people will question how necessary that rather high cost is, and opt for a bike, bus, or just sitting at home behind the macbook youtwitfacing. While it bums me out, automakers of all walks of life did it to themselves. It’s one thing to completely focus on the cash cows (old people), but ignoring the youth is extremely short sighted and might ultimately bring the demise of the auto industry. Toyota almost had it with Scion but ruined it, BMW would be there with MINI if the prices weren’t so high, VW is almost there, but again plagued by price, GM decided to keep Buick (nuff said)…no manufacturer can seem to get it right, and it’s just too little too late. It’s going to be a long uphill battle with the auto industry targeting gen-y and until Apple produces the iCar, it’s only going to get worse. Manufacturers need to recognize what is important to young consumers, but they too are plagued with government restrictions that add serious cost to the cars…forcing them to be unattainable to gen-yers. It’s a brutal cycle with all steps against the industry.

Of course, I’m nothing like my generation and to me my car is my most important possession and expression of myself. I love the red dragon, and I’m going to for a long time. I will always be passionately obsessed about cars, but the number of people like me in this generation is dwindling. It’s sad, but that’s life when you’re a 50 year-old 24 year-old.

[Darin]

Modern cars are about as sexy and unique as a dishwasher. And really, modern traffic, especially where I live in Atlanta, leaves no room for a fun joy ride. Driving is a chore and cars are an expensive, boring utility.

My wife and I are working hard to figure out a way to shed at least one of our two cars and use more mass transit. I'm looking forward to having one less utility to pay for, maintain and store.

[jason]

i live in chicago, all of my friends and acquaintances are in their late-20s-to-mid-30s...most of them do not own cars, nor do they desire to. gas/insurance/repairs construe an unnecessary expense and parking and traffic are time-wasting nightmares. in a dense city, with decent (if still sub-par by developed nation standards) transit options and walkable/bikable distances, i do not envy those i see sitting still on the "express"ways.