Echo Booming – New vs. Used

by Dan Sherman

It is no secret that Ford considers Echo Boomers an integral part of fueling its turnaround. In a recent presentation in New York, Chief Sales Analyst George Pipas revealed that Ford has shifted much of its product mix from trucks/vans/SUVs to cars/CUVs in the past five years. They expect Echo Boomers buying new cars (49% of whom go for small cars) will continue to propel demand for the premium small car segment.

Mr. Pipas, however, glances over the allure of the used car market. When I was in the market for a car about 6 months ago, I highly considered a new car—perhaps a VW GTI or Subaru WRX—but I ended up with a pre-loved 2006 Mazdaspeed6.

Will automakers be able to grow with a focus on Generation Y?  Can premium new small cars such as the Ford Fiesta draw Echo Boomers away from certified pre-owned cars Audi A4s and the like? My network of Gen Yers, of course, provided insight.

First and foremost is the question as to whether my peers prefer new or lightly used. I gave interviewees a hypothetical $22,000 and the choice between a lightly used, entry-luxury car (e.g. 2007 Audi A4) and a new small car (e.g. 2010 Ford Fiesta). About two-thirds would prefer to purchase the former—used.

Interestingly, their primary motivation is brand; in particular, the status and perceived quality of a “better” brand is available at the same price point as a new car from “lesser” brand. Said one Emory student, “If I have the choice between a Honda and a Benz that’s almost indistinguishable from a new one, why the hell would I get a Honda?!” These Echo Boomers expect more premium gadgets, features, comfort and sport in the used car, but none stand out in particular—it’s really all about brand. The one-third who prefer new cars indicated that they like the lower risk and the intangible “new car smell.”

Perhaps older Echo Boomers a few years out of college can actually afford this hypothetical $22,000 car. My college-aged peers cannot. Parents provide the bankroll, and they therefore hold sway in the decision-making process.

Among my interviewees, about three-quarters said their parents would prefer the lightly used car out of the same two options. These parents link “brand status” with “quality” much like Generation Y, and the used option forgoes the initial depreciation hit of a new car. The remaining quarter said their parents would prefer a new small premium car due to small car fuel economy, fresh warranties, and to actually avoid ostentation (particularly in current economic conditions). An Emory pre-med imitated his father: “Kids shouldn’t be driving around in godd*mn Lexuses!”

The $1,000,000 question for automakers: who’s buying? Are parents or kids making the decisions? How reliable is manufacturer data about Echo Boomers and their preferences? The Scion xB is explicitly targeted at Generation Y, but the average age of buyers is 46. Is this a marketing failure, or are the car simply in parents’ names? I polled 94 college-aged people, and the results are overwhelming:

75.5% of those surveyed have their parent’s name on the title. Automakers aiming product at Echo Boomers must keep in mind that their data is skewed!

The data does not fully explain who wears the pants in purchasing decision; unfortunately, the results more accurately reflect how parents make auto insurance decisions. However, in talking to my poll respondents, I found out a vital nugget of information. Echo Boomers and their parents almost always come to a compromise, each having more or less equal say in choosing which car to buy. If automakers want to steal sales away from lightly used cars, they ought to appeal to both Echo Boomers and their parents. To optimally target Gen Y, a brand should have the above-par image Echo Boomers crave, but also appeal to parents’ notions of responsible consumption. The optimal car will have a hip design and creature comforts typically reserved for luxury cars, but will retain the fuel economy of a small car.

George Pipas, I hope you’re listening. Ford needs to bolster its brand image in the eyes of Echo Boomers and parents alike. If so: Fiesta, meet Success. Success, meet Fiesta.

Filed under: Automotive, Echo Booming , audi, certified pre-owned, Echo Boomers, Fiesta, Ford fiesta, Gen Y, Millenials, used

Echo Booming – Rolling on Dubs (for now)

This edition of Echo Booming is in a different format. We here at Sorgenfrei posed a few questions about aftermarket customization to our resident Echo Boomer – Dan Sherman.

Heavily modified Toyota Supra

Q. A lot of research has been done into the fact that your generation wants to make everything unique, is there truth to this and how does apply to vehicles?

Dan: We were raised to think that “we’re each special”, but the running joke among Echo Boomers is that “we’re all special and unique, just like everybody else.” With the advent of the internet, blogosphere, and social networking, my generation is very intent on making the uniqueness of their opinions known. However, we also easily succumb to peer pressure and we rampantly plagiarize our supposedly unique opinions; the majority of our drive for uniqueness is not truly original. This carries into the automotive sphere–we want something different from the beige Camrys on the road everywhere, but not at the risk of being unrecognizable. For instance, Gen Y used to buy “spinners” when they were hip because spinners were new, attention-grabbing and different from most wheels. However, when spinners became less popular on the road my peers became less likely to purchase. We love to follow the peaks and troughs of trends (much like fashion), and we prefer to follow customization paths that others have already undertaken.

Q. How do Echo Boomers differ (if at all) from other generations when it comes to modifying their cars?

Dan: There’s an obvious difference in demand due to age. Aftermarket accessories are expensive and high-maintenance, and older folk generally have more imperative and responsible uses for their time and money (spouses, children, etc.). I would say that we are certainly less likely to work on our own cars. Other generations grew up with carbureators and easy-access American cars, but my generation loves to modify complicated Japanese cars with turbos and heavy electronics. All generations are dynamic, however–whereas a few years ago Gen Y was obsessed with the heavy performance modifications characteristic of import tuner culture, we now shy towards appearance items.

And as stated before, the computerization of our world means that peer pressure is the new buyer’s guide. What our peers think is “cool” and “unique” is what we prefer. Other generations are more immune to the thoughts of others.

Q. What are the primary influencers for the people that modify their rides (movies, TV, video games etc.)

All of the above. The super popular video game series Gran Turismo essentially jumpstarted the “JDM” trend, and made people much more aware of the myriad modification options available (you can modify cars in-game). Then came along The Fast & The Furious movie series, which made import tuner culture totally mainstream…this had a MAJOR impact on every Gen Yer thinking of customizing a car. It made import tuning not only cool but much more accessible, as if not restricted to a niche. And then came Pimp My Ride, which focused on the “bling-bling” factor (20 TVs in a car? Really?!). These three media are not merely influencers; they take 100% credit for shaping people’s preferences in, and penchant for, vehicle modifications. Then peer pressure takes over and determines when these trends rise and when they die.

Q. Are there sub groups within this segment? If so, who are they and how do they differ from each other?

Dan: Import tuners, driven by The Fast and the Furious, LOVE the aftermarket. Some modify for “show” and some for “go”. Those who have the means have shops install expensive performance items like turbos, ECU chips, etc. Others will pine for body kits, paint jobs and sweet sound systems. However, factory tuners (Subaru WRX STI, Mitsubishi Lancer Evolution, etc.) provide a lot of this from the factory. I’m sure they’ve eroded much the aftermarket Import Tuner market; many people get factory tuners and call it quits on customization.
Those who don’t have the cash but hope to emulate The Fast and the Furious are Wannabe Import Tuners. They go what they can get at Pep Boys, such as DIY bolt-on performance and unpainted wings/bodykits.
Bling Blingers, inspired by Pimp My Ride, love biiiig chrome rims, tinted windows, and excessively loud sound systems. They are all about image and wouldn’t dare look to the aftermarket for performance.

Q. What is the best way for a car company to appeal to these consumers? (ex: make cars that are easy to modify, TRD-like aftermarket that doesn’t void the warranty etc.)

Dan: There are a few feasible approaches, depending on the type of car:
1. The factory tuner method. My generation loves Evos because they’re different from Lancers and a lot of other cars on the road, but there are other Evos around–they fit Echo Boomers’ desire for “uniqueness” perfectly. There’s less hassle and less risk when everything is factory installed and factory insured.
2. The TRD method. We are scared to death of working on our cars and voiding warranties, especially because if we have the money to purchase a new car it’s likely coming from our parents. Getting aftermarket parts from a company that won’t void the warranty is VERY attractive approach.
3. The Scion method. It has the advantages of the TRD method, and then some. By tying in aftermarket parts with the new car purchase, it lessens our inhibitions. However, the timing issue is involved–we like to modify our cars later on when we get bored of stock condition.
4. Make cars easier to modify. Not likely from a performance standpoint, due to the packaging, power, and fuel economy restrictions placed upon manufacturers today. However, when combined with the TRD method, manufacturers would be smart to make their pre-approved (or self-manufactured) parts easier to install than other aftermarket parts.

Dan: Do you think this trend continue as Gen Y consumers get older?

A. For the most part, no. Our trends tend to die out fairly quickly, especially as we become more “mature.” We will associate car customization with immaturity and shy away from it. Part of the death of the trend will be strictly due to age; as we get older we will develop more important uses for our money and time. If we desire “uniqueness,” we will look to the automaker to provide it.

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Filed under: Automotive, Echo Booming , aftermarket accessories, Automotive, automotive enthusiasts, Echo Boomers, Gen Y

Echo Booming – Baby You Can Drive My Zipcar

by Dan Sherman

I have friends in Atlanta, New York City, Los Angeles, and even Durham, NC who are Zipcar members.  Despite having an eager 2006 Mazdaspeed6 hibernating in my driveway back home on Long Island, my parents insist that I instead use Zipcar at school.  Why is ZipCar so popular?  And is its strategy of infiltrating colleges around the country creating brand loyalists for life?  My network of 20-somethings provided insight.

My Emory friends are Zipcar members because Atlanta stinks.  Let me clarify—Atlanta stinks without a car.  Students who can afford a car and all the associated costs (driving/shipping it to Atlanta, insurance, gas, maintenance, and astronomical $654 on campus parking) do so in a heartbeat.  However, car sharing best serves the needs of the stereotypical car-less, cash-strapped college student who wonders, “How am I supposed to get food and alcohol?” With a $50/year charge for membership and around $10/hour car pricing, Zipcar has a low initial cost which entices students who drive sporadically or can’t afford having a car full-time.

So why doesn’t everyone have a Zipcar? For one, car sharing completely destroys the element of spontaneity associated with owning a vehicle.  Daily dialogues between my roommates and me go something like this: “Yo, I’m starving, let’s get some Chipotle for lunch. OH WAIT, the Zipcar’s booked until 8 o’clock.  Guess we’re not eating ‘til dinner!”

Zipcar advertises itself as “green” to no end.  I asked a cadre of Gen Yers whether the environmental aspect makes them more positively inclined toward car sharing.  Their response was that the only “green” factor that moved them had dead Presidents on it.

The appeal of Zipcar will most likely continue after my peers graduate and move to cities like New York City, Chicago and Boston.  Even those that anticipate being able to afford a car of their own will likely stick with Zipcar to reduce the expense and hassle of owning a car in the city.  As an added bonus for those from outside the country, a US state license is not required for Zipcar membership.

So it is cool, convenient, and inexpensive but how will they grow?  Will the Echo Boomers continue to use Zipcar even after they leave the cities and move into suburbia?  Probably not, but as long as it continues to communicate a hip image in college towns and large cities, it should maintain its position as the leader in automotive timeshare.

Filed under: Automotive, Echo Booming, Market Research , Automotive, Car Sharing, Cars, Echo Boomers, Gen Y, ZipCar

Echo Booming – Tweet My Ride

by Dan Sherman

Yo dawg, X to the Z is here to Tweet Your Ride. I heard you like social networking, so we put a Fan app on your Facebook…so we can sell you cars!

Every Echo Boomer I know has, in some way, engaged in social networking. The vast majority of my friends, and their friends, devote tremendous amounts of real-life time to keep up with their cyber-lives. Trend-savvy automakers are jumping into these whirring communities of information, aiming to appeal to an enormous subset of Generation Y. But will a brand’s investment in social media influence my generation to buy their products? I took yet another “informal survey” to get a ground-level view.

The first part of my quest was to explore the world of social networking—what platforms do my peers use, and why? Only three platforms, out of literally thousands, are significant to my generation: MySpace, Facebook, and Twitter.

MySpace is the pioneer of the three; over half of my interviewees have once had a profile, but only about one in ten still keeps up with it. Those who do keep up claim that MySpace is now a music haven; they use it to explore underground artists and genres, and not much else. Those who fled did so because everyone else left. Plus, there were a LOT of viruses going around.

Facebook is by far the most popular of the three among college-age kids. I am on Facebook, approximately 95% of my friends are on Facebook, and about 95% of those friends are basically addicted to it. If there are 50 people in a lecture class and 5 have laptops open, 5 people are surfing Facebook. We love Facebook because that’s where everyone else is! People use it as a tool to socialize, keep up with old friends, and share activities and interests.

Twitter is the newcomer; although tons of buzz surrounds the blog-meets-Facebook virtual community, my network is reluctant to join. As one person I spoke to said, “As much as I’d love to hear about how hot that girl in Econ 201 is, I’d rather see her in picture form! That’s tougher with Twitter.” The few Twitter users joined not to socialize with friends but to receive communications with other institutions. One of my friends is an EMT, and his fire station exclusively uses Twitter for non-emergency communication.

So can automakers capitalize? Current approaches run the gamut, starting with Chrysler’s simple Facebook page, which allows people to become “fans”. The other end of the spectrum is Ford’s experimental Fiesta Movement, in which Ford gave 100 Fiestas to Echo Boomers for 6 months to spread their experiences through just about every web 2.0 medium.

My interviewees made it very clear that social media is about people, not brands. My peers recognized that a heavy brand presence on Facebook and Twitter is an attempt to target their demographic; however, that targeting effort alone is not enough to sway their purchasing decisions. They also reported indifference to a brand’s absence from social media.

Social media’s greatest effect on buying habits is age-old, time-tested peer pressure…particularly on Facebook, in which one can “Become a Fan” of a brand’s Page. My interviewees report that most Gen Yers don’t actually Fan things. However, the few who do are “Fan-whores,” displaying to friends their activities and interests through the products/brands they prefer (and likely already own). A cutting-edge, 20-year old B-school girl said, “If all of my friends ‘fanned’ a product, I’d probably buy it.”

Facebook should be the platform of choice for any automaker planning to get involved in social networking. Nissan won’t sell me a Cube just by having a Facebook Page, but I may consider it if enough of my friends are Fans. And then my friends might find out what a Cube actually is! The indirect marketing benefits (awareness and targeting) and peer awareness due to a simple Facebook Page and Twitter profile most likely outweigh the low cost of such a campaign. However, I think expensive investments like Ford’s Fiesta Movement may deliver negative ROI. Car brands targeting the youth market would be foolish not to get involved in social media, but should be careful about going too far.

Filed under: Advertising, Automotive, Echo Booming

Echo Booming – Head Onto Electric Avenue

by Dan Sherman

Will future automobiles be electric only?  Currently we have hybrid vehicles, like the ubiquitous Prius, that we are told are an intermediate step toward a large-scale movement toward plug-in hybrids, electric vehicles (EVs) and range-extended electric vehicles (REEVs).

Tesla Motors is actually producing electric cars, Fisker promises a sexy REEV, the Chevy Volt REEV is set for a MY2011 launch, and EV startups seem to spawn twice daily.   The question is; will my generation, raised by video games, Google, and Napster, make electric cars mainstream and the Internal Combustion Engine (ICE) obsolete?  Will our familiarity with technology and acceptance of “all things new” make the transition to EVs and REEVs a no-brainer?  I did some grassroots research to find out.

I started with electric vehicles like the Nissan Leaf. The proposed benefits of EVs are lower running costs, near-zero tailpipe pollution, and energy independence.  An Environmental Alliance member here at Emory noted that EVs would be extremely environmentally friendly if more coal powerplants were replaced by nuclear/hydro/wind plants here in the U.S.   Based on that feedback, it seems to me that we are simply displacing the pollution.  I don’t see the U.S. changing from cheap coal anytime soon.

I know that from a performance perspective, EVs will crush the ICE’s beautiful crescendo with a soft whir, and that manual transmissions will be nowhere to be found.  But I digress; I don’t represent the mainstream buying population.  Only one of my car enthusiast friends repeats the old stereotype:  “EVs are slow, right?  I will not drive a slow car.”  In reality, electric motors offer 100% of their torque throughout the rev range, so full-size EVs should be reasonably quick.  The Tesla Roadster has helped change Generation Y’s attitudes toward EVs, showing that this new technology can indeed be fast and flashy.

And yet, not one young soul I polled was open to buying an EV.  It seems that even with all the good intentions and environmental awareness that “we” supposedly have, if a technology isn’t convenient, “we” won’t adopt it.  The biggest obstacles:  range and recharging time.  “We” don’t want limits and 100 miles range and 8-hours to recharge sound like roadblocks to spontaneity.  “There’s a party at UGA? Oh, hold on, I have to wait 8 hours to recharge my car!”

So what about REEVs like the Chevy Volt with a 300+ mile range and a $40K price tag?  “No way!”  If you’re scratching your head, remember how much Gen Y loved Nelly.  Hey, must be the money! Showy 20-somethings would rather spend $40K on a 3-Series/C-Class/A4 than on a Volt.  More environmentalist college-age kids are also reluctant to throw down so much cash for a car that offers little tangible consumer benefits, especially compared to the number of cheap hybrid offerings available.

Given the hypothetical situation of a gasoline-powered car or otherwise-identical REEV, with higher upfront cost for the latter but identical lifecycle costs, Echo Boomers are split about 50/50 between the two choices.  Those reluctant to consider a REEV are concerned with the higher upfront cost and perception that the new technology with be difficult to repair—the same two issues given by those reluctant to early hybrid cars just before hybrids became mainstream.

Improved battery technology and enormous government subsidies will slowly but surely overcome initial resistance.  As long as reputable manufacturers begin producing/servicing EVs/REEVs, they will draw millions of my technology-insatiable peers over the next 5-10 years.  For better or worse, the electrification of the automobile is not a question of if, but of when.

Filed under: Automotive, Echo Booming, Green Techologoy, Sustainability

Haute Hatches – Is the 500 Ready to Wear?

Echo Booming – Haute Hatches

by Dan Sherman

Fiat 500

According to product planners, car salesmen and sales data Americans hate hate HATE hatchbacks.  If that is the case, why do MINIs, VW GTIs, and Mazda3 hatches seem to fly off dealer lots? There seems to be a dichotomy of data so I decided to ask my peers about the new Fiat 500 in this week’s edition of ECHO BOOMING.

When Fiat announced its purchase/partnership of Chrysler, Italian car enthusiasts rejoiced that affordable products from Italia would be making their return to the U.S.A  First batter up is the diminutive, sporty, chic Fiat 500, resembling the legendary 1957-1975 hatchback of the same name.  Introduced in 2007 in Europe, the Fiat 500 has been an hit with strong sales and even the 2009 Word Car Design of the Year. The question is, does it make sense here as a contender among the few successful, stylish and expensive hatchbacks (Haute Hatches)?  We think that like Eddy Murphy, the Fiat 500’s adjustment may be rough when Coming To America.

While I love hot hatches and impatiently wait for an Abarth, my peers are divided.  Many are deeply concerned about hatchback design and safety issues with such a small car, but flashy Gen-Yers love chic, premium cars that come cheap relative to their dream Bimmers.

Based on my unscientific observations, there is a concentration of students at Emory that purchased MINIs and the like, indicating a strong but small design-driven niche from which Fiat will draw its customers. Most young people I quizzed preferred the design of sedans to hatchbacks if given the generic choice of otherwise-identical models.  Surprisingly, girls seem more turned off to hatchbacks than guys.

On the other hand, only a handful of my peers have heard of the contemporary Fiat 500, and very few our age know of the legendary original.  While the VW New Beetle and MINI Cooper effortlessly piggybacked on the reputation of their foremothers, a Fiat 500 is not retro to American youth—which will present a hurdle for the first year or two after introduction.

Ironically, safety is a top priority of Gen Yers, the same people who feel invincible enough to down 15+ tequila shots in one night and lather/rinse/repeat the very next.  Unlike the crowded cities and small streets of Europe, in which the A-segment flaunts its brilliance, United States driving culture is dominated by the interstate.  Upon being shown a picture of a Fiat 500, one of my friends commented, “I think I’d sh*t my pants trying to merge onto I-85.”

When I was car shopping 6 months ago, my parents [irrationally] forbade me to get a VW GTI because they felt there wouldn’t be sufficient cushioning if I got rear-ended—a 5-door version of a C-segment car!  Even if it were crowned a top safety pick by the IIHS and NHTSA, the 2,300- lb supermini may be blacklisted by parents all across the nation.  On the other hand, some parents put a premium on affordability and fuel mileage, as evidenced by kids who drive the Yaris, Versa, and Accent—I could easily see  the Fiat 500 purchased as a compromise between such parents and their status-conscious kids.

It seems that flashiness-concerned Gen Yers who can get over the perceived safety issues will willingly fork over $16-20K for this car.  The big question, though, is whether this car will be sold as a Fiat or a Chrysler.  As the first product in a Chrysler Euro-invasion, my college peers can’t comprehend the 500 alongside huge American 300s. As a Fiat, though, the 500’s evidently European style meshes with the brand—and 20-year olds have no idea that FIAT stands for “Fix It Again, Tony.”  In the latter case, I predict a niche much like the MINI’s but with fewer sales and little profit.  It will likely build a strong premium brand image for Fiat, allowing the introduction of premium B-, C-, and D-segment cash cows.

Fiat 500 Interior

Filed under: Automotive, Echo Booming, Market Research