Calibrating New Products For Generation Y Automotive Consumers With Emerging Market Realities

The experience of the Honda Element

Aziz Ucmakli
Honda R&D Americas
Kevin Joostema
NOP Automotive


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 Generation Y, the Baby Echo, Tweens, etc. This inflow is unrivaled since their parents came of driving age in the 1960s and 1970s. They represent a new market segment of some 75 million plus potential automotive consumers vs. the Boomers' population of 80 million.