Millennials and Auto Trends Report

Will Millennials Drive the Automotive Industry Forward?

Kroll surveyed 2,150 millennials to reveal if they will buy fewer cars than prior generations.

Given that 2.4 billion people were born between 1980 and 1996, according to Bloombergit’s a question that’s likely keeping some auto industry executives up at night–and there’s some anecdotal evidence behind it. Millennials prefer public transportation, ride-hailing, biking/scootering and even walking to driving their own cars–at least that’s the conventional wisdom.

However, we wanted to go further than conventional wisdom. In a survey of 2,150 millennials from around the globe, we obtained real numbers for what millennials, a generation that currently makes up nearly one-third of the world’s population, will do when it comes to buying automobiles in the years ahead.

Will Millennials Buy or Lease Vehicles Over the Next 10 years?
(Hover over colors for regional level data)

 

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The survey’s results indicate that common assumptions about low car ownership should be tossed out along with tired millennial stereotypes like poor work ethic, a sense of entitlement and bad attitudes.

Stereotypes aside, the results were surprising given that a higher percentage of millennials live in cities1 (with access to myriad public transportation options) relative to other generations, and millennials tend to be more environmentally conscious.2 However, it’s clear that millennials actually do value car ownership, and a high percentage expect to make another car purchase in the next five years. This is good news for automotive companies currently facing headwinds for the first time this decade.

Our survey was performed online with the goal of obtaining responses from men and women between the ages of 23 and 38 (born between the years 1980 and 1996) from some of the largest automotive markets around the world. The survey examines the responses on a global level as well as a regional level grouped as follows: the U.S. and Canada; Latin America, including Mexico, Brazil and Argentina; Europe, including Germany, UK, France and Italy; and Asia, including China (other than Hong Kong), Hong Kong, Japan, India and Singapore. Charts, data and findings in this report are based on the global survey responses unless otherwise indicated.

In the following report, we present our key findings regarding car ownership, interest in electric and hybrid electric vehicles, and the factors driving these trends. We provide supporting charts, data and the scope of the survey in the Appendix section at the end of this report.

 

Sources
1 “Millennials and Rapid Urbanization,” Urban Getaway, accessed September 25, 2019, https://www.urbangateway.org/news/millennials-and-rapid-urbanization.
2 Jennifer Robinson, “Millennials Worry About the Environment – Should Your Company?,” Gallup, accessed September 25, 2019, https://www.gallup.com/workplace/257786/millennials-worry-environment-company.aspx.

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Key Findings

Millennials Value Car Ownership – Will the Trend Continue?

Oct 17, 2019 - 75% of the respondents to our global survey currently own or lease a car.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Millennial City Dwellers Will Continue to Own/Lease Cars

Oct 17, 2019 - According to our survey, 88% of global millennials living in cities who have a car expect to purchase or lease another one in the next five years.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Having a Car is a Necessity

Oct 17, 2019 - Globally, 61% strongly agree and 24% somewhat agree, meaning 85% of respondents believe a car is a necessity on some level.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Will Millennials Replace Their Old Car with a New One?

Oct 17, 2019 - When millennials decide to sell their car or terminate their lease, 94% expect to replace it.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Millennial Considerations in the Car-Buying Process

Oct 17, 2019 - When millennials look for a new car, price, fuel efficiency and safety are top of mind, followed by style/look, size, brand reputation, technology...

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Market Share of Hybrid/Electric Vehicles (EVs) Poised to Increase

Oct 17, 2019 - 30% of respondents said a hybrid electric powertrain is most appealing, and 6% preferred an all electric (EV).

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Factors Driving Millennial Car Ownership

Oct 17, 2019 - As the millennial generation ages, they are beginning to start families, which can lead them to make the same parenting decisions...

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

How Transportation Options Stack Up For Millennials

Oct 17, 2019 - Globally, millennials drive their own car most frequently, without any other option close behind.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Key Findings

Millennials Prefer Owning/Leasing a Car Over Ride-Hailing Services

Oct 17, 2019 - Globally, 75% of millennials chose owning/leasing a car over using ride-hailing service, if they would cost...

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Conclusion

Where is the Automotive Market Heading?

Oct 17, 2019 - Our global survey provides clear evidence that a high percentage of millennials currently own or lease a car and expect to purchase another one in the near future.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

Survey Scope

Survey Scope

Oct 17, 2019 - Our survey was performed online with the goal of obtaining responses from men and women between the ages of 23 and 38 from some of the largest automotive markets around the world.

by Mark KwiloszRobert A. Bartell, CFAStephen BurtDavid AlthoffHoward JohnsonAlexandre PierantoniAndreas StoecklinKlaus PflumPaul TeutenDavid Lu

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Robert A. Bartell, CFA
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