US Millennials Don't Care About Buying American Cars

Offbeat / 125 Comments

And they also don't believe car dealers are trustworthy.

Some of us may be old enough to remember the so-called "Buy American" movement that really got going in the late 1980s and early 90s as a response to the growing popularity of Japanese cars in the US. There are still plenty of consumers who are devoted solely to US automakers, but those buyers are getting older. The 16 to 32 age group, also known as millennials, reportedly doesn't share this loyalty to domestic automakers.

A new survey that was just released by the Automotive Press Association discovered that just 38 percent of millennials felt it was important to buy a car that was built in the US. For comparison, 53 percent of generation X and 60 percent of baby boomers who were also surveyed felt otherwise. Here's what's interesting: it's not that millennials think that US automakers build a less than stellar product compared to their foreign rivals, it's just that they don't have the same sort of brand loyalty as the previous generations. A Ford marketing manager perhaps summed it up best: "Over time, the importance of being a brand that's made in America has gone down.

It's more the best product wins. A millennial isn't going to listen to what Ford says, they don't care. They're going to listen to what their friend says, or what the person they work with says." Nearly 48 percent of millennials surveyed claimed it was important for their car to reflect their personality, as opposed to 38 percent of gen X and 34 percent of baby boomers. So which brands do millennials prefer to buy? Honda, Chevrolet, Toyota, Ford, BMW and Nissan were ranked highest.

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