The Automobile and Youth Appeal - Essay Example

The Automobile and Youth Appeal With an estimated 28 million youth between the ages of 16 and 24, it is no wonder that automobile makers and advertisers are eager to create a formula for youth appeal. Trying to define an automobile's youth appeal is as daunting as attempting to describe youth itself. It has wide-ranging variables with differing tastes. One teen's luxury ride may just be your mother's Oldsmobile to another. Yet, with all the variance in taste and requirements, there are some commonalties in this huge market segment.

What do youth look for in an automobile Personal identity is high on the list. A car that is individual, stylish, and possesses some sports appeal is a goal for most younger drivers. Honda, with the introduction of the redesigned Civic has recognized this. According to John O'Dell of the Detroit News, the new offering will offer "more powerful engines, sleek new designs, upgraded interiors, better fuel economy, and more standard safety features ". The Toyota Scion also falls into the category of embracing personal identification.

Also topping the wish list for younger buyers are features. Sound systems, gadgets, and state of the art digital appointments are mandatory. Yoshiyuki Kashiwagi from Japan's Tokyo Zokei University, a winner in this years World Automotive Design Competition, described his award winning design in Car Design News as "clearly and effectively expresses the idea of a compact, multi-purpose vehicle with a high-level of digital technology." Marketing to an age group that grew up with the PS2 and the XBox requires that the car be sophisticated and functional.

The youth market wants to be engaged with their surroundings and that is especially true in their cars. Youth wants a compact with luxury feel; the plush interior of a Lincoln in the affordable package of a KIA. They want numerous electronic options to be standard features. The Scion, aimed at the youth market, has made definite inroads in this direction. The Scion is a well appointed, stylish, roomy, yet compact new addition to Toyota's lineup. At a $14,000 entry price tag, it also fits another requirement of youth, affordability.

Cost is usually paramount to a teen driver. The most popular entries for the under $20,000 crowd were the VW Jetta, VW GTI, Focus SVT, and the Mini Cooper (Chee). But affordability doesn't stop at the sticker price. Fuel efficiency is another area that the auto market needs to make an impression. Youth want a high performance automobile that gets excellent mileage. Often, first time buyers are denied or reluctant to take on credit for a car. College costs, minimal employment, and lack of credit history adds to their trepidation.

In many cases the parents help with the car payments, but the driver still needs to buy the gas. With the parents footing the bill for their kid's car, the car often needs to be sold to the parents, and the parents will shop for safety. Air bags, side air bags, antilock brakes, and anti skid control are an increasing necessity for the youth market. They may forget the seat belt, but an air bag doesn't need buckled. A national, informal poll of high school students and teachers conducted last year noted.

"peer pressure was cited as the primary reason teens do not buckle up more often." (Auto Fan). Color is another consideration for adding desirability in the youth market. But don't go looking for the latest iridescent day-glo paint job just yet. In a 2004 study of the favorite colors for compact and sports cars, most often owned by younger drivers, the traditional standbys of Silver, Red, and Black were the odds on favorite (Fact Monster). For the $15,000 group, a safety equipped, well appointed, silver Scion may be on the horizon.

For an additional $5,000 you can make it a Red Jetta. A Black BMW 325i will suit the over $30,000 set when money is no longer the object. Works CitedAuto Fan. "Volkswagen Announces Its Largest Teen Seat Belt Campaign Ever." 3 Mar. 2004. 5 Dec. 2005 < http://www.autofan.com/newsdetail.aspid=1194&mn=3&yr=2004> O'Dell, John. "Honda Hopes to Regain Form With New Civic." Detroit News 10 Sept. 2005. 5 Dec. 2005 Car Design News. " Fourth Annual World Automotive Design Competition Winners Announced." 10 Mar. 2005. 5 dec. 2005 Fact Monster. Untitled. 2004.

Pearson Education. 5 Dec. 2005 Chee, Brian. "Don't Despair -- a Safe and Stylish Car is Within Your Reach and Budget." Carsmart. 2005. 5 Dec. 2005