In what should come as no surprise to anyone, it seems that Lincoln and Buick are still for old people while Toyota continues to go after the younger market. Unlike a fine wine, peoples taste in cars does not age well. Generally speaking, generations seem to stick with their styles. There are certain exceptions, but cars and music are not any of them. Surely, that old timer playing cribbage in the park enjoys Frank Sinatra, but will he go home to blast the latest Adele hit? Well, that’s just about as unlikely as that old man going to buy a new, foreign made car.
LINCOLN AND BUICK STEREOTYPES AS STRONG AS EVER
One should never judge a book by its cover, but stereotypes are inspired from somewhere. Looking out the window along the highway, one would be hard-pressed to find a millennial cruising around in a new Buick or Lincoln, but odds are someone above the age of 60 will be occupying that drivers seat. A recent study by Truecars.com confirms that over the past two years, a common trend amongst older people and the cars they drive was apparent. What it comes down to are familiarity and value. Buick and Lincoln were popular when the older generations were growing up. That familiarity has stuck with them, so they remember those names. As far as value, Buick and Lincoln fall within the appropriate price range for those nearing retirement.
TOYOTA BEGINS TO FIGURE OUT MILLENNIALS
Scion was Toyota’s attempt at being cool and attracting young buyers. While not a total flop, Scion didn’t exactly take off. What it did teach Toyota however, was that millennials now want to buy Toyotas. Many of them are too old to fall for the edgy, stylish gimmicks of Scion. What millennials seek now is something affordable and reliable, like their parents drove. Toyota can offer that. As younger people are slowly crawling out of their student debt, Toyota will surely be a front runner when choosing a car.
IN OTHER NEWS, THE AUTOMARKET IS PREDICTABLE
The older generations want to buy something like that they recognize amongst a sea of constant unfamiliarity in this modern age, like a Buick or Lincoln. Young people, who don’t have much money but still want something that looks kind of cool, will choose something practical. It will last them a long time and give them a good foundation on which to build their adult life. Meanwhile, rich seventeen-year-olds like Jaden Smith will be driving around expensive electric cars we all wish that we could own.
