- Most members of Generation Y say it’s important to buy products made in the United States; these consumers trust American-made quality – signaling a shift from their parents’ perceptions of quality
- Millennials are more likely to turn to the Internet for opinions on vehicle quality, rather than go directly to third parties
- Younger generations believe that when it comes to vehicle quality, what’s inside is more important than what’s outside
New polling from Ford suggests younger consumers are bucking the trend set by their parents of favoring foreign-made vehicles over those made in America.
Of Millennial consumers polled, 72 percent do not feel loyalty to the automobile brands their parents preferred. Instead, an overwhelming 91 percent trust the quality of American products to be equal or better than products made elsewhere, with 74 percent of members of Generation Y going so far as to say it’s important to buy products made in America.
Younger generations rank the quality of automobiles made in the United States above that of those made elsewhere. Of the respondents, 45 percent say American cars are better, 33 percent go with European-made cars, while 22 percent prefer Asian-made vehicles.
With regard to specific brands, 43 percent of Gen Y and Gen Z consumers rank Ford among the top three brands for making high-quality vehicles. Among those who named multiple brands as providing high-quality vehicles, Ford ranks No. 2 in delivering the highest quality.
“Globalization and evolving approaches to parenting are triggering significant shifts in both the attitudes and behaviors of young consumers,” said Sheryl Connelly, Ford global consumer trend and futuring manager. “Not only are Millennials more aware of how and where products are made, but parents are empowering them to take greater ownership over purchasing decisions. Both trends are yielding a generation of consumers that thinks much more critically about the source, quality and performance of the cars they drive.”
When evaluating the quality of a car, 40 percent of these consumers are likely to factor in their parents’ opinions, while 38 percent value online reviews and 27 percent turn to third-party quality rankings such as Consumer Reports or J.D. Power. Of Millennials polled, 65 percent say how a car feels to drive is important in evaluating quality, while 54 percent believe how it feels inside is important and 43 percent think looks are key.
When these younger consumers are ready to purchase a vehicle or sign a lease, their parents’ opinions take a back seat to more practical considerations. The top factors influencing Millennial buyers’ car-purchasing decisions are cost, gas mileage, how well a car drives and a vehicle’s safety features. By contrast, parent recommendations rank No. 9 among decision-making factors, indicating that while parents may guide or inform the purchasing process, younger consumers are empowered to make the ultimate decision about which car they choose.
Further reinforcing this generation’s appreciation for practical factors, of those polled, 79 percent say they value high quality over good looks.
Ford is committed to deliver every vehicle it makes with top quality for all consumers. The company is focused on improving interior quality and connectivity by merging functionality and comfort. A few examples include:
- 2015 Ford Edge interior design is inspired by the concept of Dynamic Sanctuary – an innovative connection between mind, body and architecture that makes life easier. Available features for the all-new Edge include enhanced active park assist, front and rear cameras, BLIS® (Blind Spot Information System), a lane-keeping system and MyFord Touch®
- 2015 Ford F-150, the smartest iteration of America’s best-selling pickup yet, offers an array of advanced driver-assist technologies including adaptive cruise control, parking assist and a 360-degree camera system with split-view display, to name a few
- This month, Ford announced its all-new SYNC® 3 technology will debut on the 2016 Ford Escape and Fiesta. The new communications and entertainment system offers faster performance, conversational voice recognition, an intuitive smartphone-like touch screen and an easy-to-use graphical interface. SYNC 3’s seamless integration allows drivers to connect their devices and perform commands with minimal effort
Penn Schoen Berland (PSB), an independent research company, conducted the poll on behalf of Ford Motor Company among 1,000 Generation Z (aged 16-22) and Generation Y (aged 23-34) respondents in the U.S. The online survey was conducted between April 29 and May 4, 2015. The margin of error for this poll is +/- 3.1%.
ABOUT FORD MOTOR COMPANY
Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures or distributes automobiles across six continents. With about 194,000 employees and 66 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit http://corporate.ford.com.