This study identifies the various personal mobility preferences and most preferred vehicles by U.S. Generation Y Consumers. The objective of this study is to develop a vehicle model incorporating the features most desired by these consumers, based on income, gender, education, etc. Gen Y drivers consider comfort, status, and money to be important elements, closely followed by the environment and public transportation. Electric vehicles register with specialty and luxury, male, Gen Y SUV/CUV drivers, but are a lower priority than other items. Ultimately, this study finds that U.S. Generation Y Consumers prefer gasoline powered 4 wheel drive and their purchasing power is highly influenced by the cost of the vehicle.
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