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Millennials dont buy cars? Think again. They do, and more
often than not, its an SUV.
In the coming decade, members of Generation Y commonly referred to as Millennials are
projected to fuel further growth in the auto industrys SUV segment as they settle down,
purchase their first homes and start families. Millennials are the generation for businesses to
watch they outnumber Baby Boomers, and their purchase habits will make or break entire
segments of the industry.
By 2020, Ford Motor Company predicts Millennials will be purchasing even more SUVs, helping
drive that key segment to almost 40 percent of the industry up from 32 percent in 2014.
As Millennials move into their first homes and start families, more often than not, it will be an
SUV in the garage, said Erich Merkle, Ford sales analyst. SUVs are the family vehicle of
choice.
About Millennials
Born between 1980 and 1996, Millennials are now 20 to 35 years old
They are Americas largest demographic group approximately 85 million strong
Millennials are beginning to choose larger vehicles as they buy their first homes and start
families; SUVs offer the space, packaging, and ease of climbing in and out they require
Settling down later, but still settling down:
o According to U.S. census data, todays average age for marriage is 27 years old for
women and 29 for men, compared to 23 and 26, respectively, in 1990
o U.S. census data indicates women are having their first child later in life; the average
age for first-time mothers is 26 up from 21.5 in the 1970s
Millennials and Ford*
Among Millennials, Ford leads in sales consideration. In 2008, the company ranked fourth
with this group in terms of brand consideration. By 2013, it had jumped to first. Not only did
Ford become the brand considered most often, it showed the biggest jump in first
consideration ranking up 5.5 percentage points
Small cars and midsize cars remain the top segments both considered and purchased by
younger buyers, but compact SUVs and full-size SUVs think Fords compact Escape and
three-row Explorer show the largest jumps in consideration, increasing 1.1 percentage
points and 1.7 percentage points, respectively
The case for Generation SUV
SUVs are expected to become the largest segment in the United States by 2020, with
Millennials fueling the growth as they settle down and start families
Currently, the SUV segment ranks second to passenger cars. By 2020, Ford expects SUVs
to rival passenger cars for leadership. Today, SUVs account for about one third of vehicle
purchases among Millennials up from 26 percent in 2009. With older members of this
demographic ages 25 to 35 SUVs account for about 33 percent. For younger Millennials,
20 to 24, purchase choice is still driven by value and fuel economy, with small cars
representing approximately 39 percent of sales last year

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By 2020, the oldest Millennial will be 40 years old and the youngest will be 25

Millennials not what we thought!**

Settling down: 58 percent are married or living as married, 38 percent are single
Drivers license, check: 90 percent have a valid drivers license
They drive: 71 percent drive themselves to get around
They buy: 53 percent are likely to purchase a new vehicle in the next 18 months
City versus suburb: 44 percent live in cities, 40 percent live in suburbs
American-made: 74 percent view U.S.-made products as totally important in their purchase
choice
They choose Ford: 43 percent rank Ford among the top three brands for making high-quality
vehicles; among other U.S. auto brands, Ford ranks first
###
Editors Notes:
*Maritz Research, a St. Louis-based marketing research firm, collects data from consumers as part of its
annual New Vehicle Customer Study, asking would-be buyers and actual buyers about their new vehicle
preferences and buying behaviors. The data in this study came from research conducted between 2008
and 2013.
**Penn Schoen Berland, 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 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 companys 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.
Contact:

Mark Schirmer
313.354.4962
mschirmer@ford.com

Anika Salceda-Wycoco
313.845.0627
asalceda@ford.com

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For news releases, related materials and high-resolution photos and video, visit www.media.ford.com.