Calibrating New Products For Generation Y Automotive Consumers With Emerging Market Realities
The experience of the Honda Element
Aziz Ucmakli Honda R&D AmericasKevin Joostema NOP Automotive
Background
The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. These children of the Baby Boom generation in the United States have been given many names...