Importance of Car Manufacturer Varies By Age

Purchasing a car requires consumers to consider many different automobile qualities. Interestingly enough, the Brogan Survey found that the importance of where the car is made varies greatly by age.

When asked, "Would you say it is very important, somewhat important, not very important, or not important at all that the automobile you purchase be made in the United States?" the older population of Michigan was much more likely to respond "very important" than the younger population.

In each age group that included people over 35, over half responded "very important" to the above question; from 54.6% of 35-44 year olds to 71.3% of the 65+ crowd answering in such a way. On the other side of the age spectrum, only 34.5% of 18-24 year olds and 30.3% of25-34 year olds said it was "very important" for their car to be made in the U.S.

Approximately double the portion of the 35 and over population felt purchasing an automobile made in the U.S. was "very important" as compared to the 18-34 year olds. Click here to view crosstabs.

Is there a generation gap in the way we buy? What does this mean for different industries? Or is there just a change in what Generation X values? What do you think?