New Car Buyers In The United States
How Honda has identified, tracked and researched new Generation Y customers for future product concepts and consumer targets
Kevin M. JoostemaTNS Intersearch Automotive, Transportation and Travel Division andTim BennerHonda R&D Americas
BACKGROUND
Among consumers in United States' automotive marketplace, the children of the baby boom generation have been given many labels Generation Y, the Baby Echo, etc. as they come of cardriving and carbuying age and begin to consider and make their first vehicle purchases. This inflow of new consumers to what has typically been called the...