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.