Millennials Not Interested in ‘Buy American’

According to a recent survey, millennials are less likely to care if a vehicle is assembled in America or not when shopping for cars.

While 53 percent of generation X buyers and 60 percent of baby boomers find it important to buy a vehicle assembled in the U.S., only 38 percent of millennials said it was important. For the purpose of the survey, millennials were defined as ages 16 to 32.

Some American automakers have been attracting the millennial shoppers, but the survey also revealed that brand loyalty isn’t very important to millennials either. Only 30 percent of those surveyed were likely to purchase another vehicle from the same brand. Gen X buyers on the other hand are 41 percent more likely to stay brand loyal and baby boomers are 47 percent more likely.

SEE ALSO: Millennials Like Car Dealerships, Hate Sales People: Study

But still, millennials are an important demographic for automakers to target, representing 40 percent of car buyers by 2020. The top five automakers young millennials consider when searching for vehicles are Honda, Toyota, Chevrolet, Ford, and BMW, while older millennials consider Chevrolet, Ford, Honda, Toyota, and Nissan.

[Source: Detroit Free Press]

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