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Jeep top American brand among Gen Y buyers

by Bill Cawthon on says Jeep is the most popular American brand among Generation Y buyers. Generation Y, or “Gen Y” covers young adults 18-27 years of age and is the hot target demographic for automakers.

“Generation Y buyers are very important to automakers because they help set trends from popularizing social media sites such as Facebook or Twitter or technologies such as the iPhone and iPod,” said Jesse Toprak, Vice President of Trends and Analysis at “It’s also important for an automaker to get a young buyer into their vehicle from the beginning in hopes of continued loyalty to the brand.”

Jeep actually came in 12th among brands, as Gen Y expressed a strong attraction for foreign brands, led by Toyota’s Scion, Mitsubishi and Mazda. The next most popular American brand was Ford at No. 15.’s study covered four million buyers of 2009 and 2010 model-year vehicles.

Rank Brands
1 Scion
2 Mitsubishi
3 Mazda
4 Nissan
5 Volkswagen
6 Kia
7 Hyundai
8 Honda
9 Toyota
10 Subaru
11 Mini
12 Jeep
13 smart
14 Audi
15 Ford
16 Suzuki
17 Acura
18 Chevrolet
19 BMW
20 Infiniti

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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