Gen-Y: America's Youth Weighs In On Making Cars Cool Again

The future of the auto industry will likely be driven by the choices and tastes of the largest generation since the baby boomers, Generation Y. At 75 million strong and coming of age, this Generation may re-shape everything, and the auto industry better be ready.

to truly achieve a more conclusive understanding of what makes this market tick, Deloitte released the survey results to five college teams around the country. Students from Clemson University, Gonzaga University, Michigan State University, Syracuse University and Texas Tech University were asked to analyze the findings and create marketing plans aimed at helping manufacturers understand "Generation Y," the future car buyers and leaders of America.

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