豐田打造Y世代車主終極座駕
????據布魯姆稱,緊湊版的科魯茲(Cruze)和更小的雪佛蘭索尼克(Sonic)已證明很受年輕用戶的歡迎。他們能買新車時,通常會選擇本田思域(Honda Civic)、豐田卡羅拉(Toyota Corolla)和福特福克斯(Ford Focus)這類車型。而受到父母或者兄長的影響,他們最終常常會選擇豐田凱美瑞(Camry)。 ????汽車市場研究公司J.D. Power & Associates的全球汽車研究副總裁戴維?薩金特稱:“豐田汽車所說的確實有一定道理,”但是年輕用戶也會因為缺乏信用被逐出市場。不過他又表示:“我們發現現在年輕人開始出現一點回流的跡象。” ????據皮尤研究中心(Pew Research Center)2010年2月發布的一份研究稱,千禧一代中,28歲結婚的人只占20%,而“嬰兒潮”這一代人中這個比例達到了40%。但是研究公司Scratch study稱,今天的年輕人中有3,200萬對車依然頗感興趣,而且是新增用戶的重要組成部分。 ????說到底,年輕人還是會找到工作,生兒育女,然后發現一大堆應該拿個駕照、買輛車的現實理由。簡言之,他們也會像我們一樣成熟起來。而汽車廠商現在就開始設法了解他們,或許今后幾年就能更了解他們到底想買什么樣的車。 ????譯者:清遠 |
????According to Bluhm, the compact Chevrolet Cruze and smaller Chevrolet Sonic are proving popular with younger buyers, who generally are choosing models like Honda (HMC) Civic, Toyota Corolla and Ford (F) Focus -- when they can new. Often they're ending up with Toyota Camrys, which they inherit from parents or an older sibling. ????David Sargent, vice president of global automotive, for J.D. Power & Associates said "there is some truth in what Toyoda says," but young buyers also have been driven out of the market due to lack of credit. "We see people coming back a bit now," he said. ????A study by the Pew Research Center, released in February 2010, says only one in five millennials are married by the age of 28, compared with 40 pc of the "baby boom" generation at the same age. But the Scratch study said that 32 million in today's young cohort are still interested in cars and see them as an important part of growing up. ????Inevitably the young do find jobs, have children and discover lots of practical reasons to get a license and own a car. In short, they grow up – just like us. The automakers, by getting to know them now, may have more insight a few years hence about what sorts of vehicles they'll buy. |