Generation Why: J.D. Power's Top Ten Gen Y Vehicles For 2012

Until the research arm of TTAC gets more funding, we’ll have to rely on data from third-parties like J.D. Power. The venerable outfit recently compiled a list of the Top 10 cars with the highest percentage of Gen Y buyers. The results aren’t entirely surprising.

J.D. Power’s definition of Generation Y consists of buyers aged 16-35. Rather than the penniless youngsters mostly covered in this series, their study also takes into account older members of this cohort who are earning much more, with stable career prospects – maybe even families. No surprise then that four door cars, whether sedans or hatchbacks, tend to dominate the list. Of the 10 cars, only one was a domestic and only one came from a luxury brand. The rest were from mainstream imports, with 6 of the 10 from Japanese brands and 3 from the Germans. No Korean cars cracked the list, which at first glance seems surprising. But we’ve heard through the grapevine that Hyundai products, even the Veloster, tend to skew older. Also missing was Honda, something that would have been unthinkable not too long ago, though Acura was well represented.

10. Acura TSX

Percent of 2012 buyers in Gen Y: 34.3

Year-over-year change in Gen Y buyers: +0.7%

Comment: The bright spot of Acura’s car lineup. Just premium enough to look successful, but also sensible. Does not have the negative connotations that come with certain luxury brands.

9. Dodge Charger

Percent of 2012 buyers in Gen Y: 34.7

Year-over-year change in Gen Y buyers: 0.9%

Comment: The lone domestic. Notice there are no Ford hatches here. It looks like a brawny, masculine car…perfect for those who need a family sedan but can’t bear the thought of a CamCord.

8. VW Golf

Percent of 2012 buyers in Gen Y: 34.7

Year-over-year change in Gen Y buyers: 1.6%

Comment: The “premium” choice for C-segment cars. Not a surprise. The TDI is lumped in with the Golf.

7. VW Jetta

Percent of 2012 buyers in Gen Y: 35.2

Year-over-year change in Gen Y buyers: 33.9%

Comment: Not a surprise. VW badge has cachet, the price is right.

6. Subaru Impreza

Percent of 2012 buyers in Gen Y: 37.4

Year-over-year change in Gen Y buyers: -7.1%

Comment: Subaru is a bit of a quirky choice but a darling of the winter sports crowd and those who grew up on Gran Turismo.

5. Mazda3

Percent of 2012 buyers in Gen Y: 40.2

Year-over-year change in Gen Y buyers: -2.3%

Comment: A good sign for Mazda. The 3 is also seen as a bit of a step up from the usual choices, and Mazda can only benefit from a younger customer base.

4. Acura ILX

Percent of 2012 buyers in Gen Y: 40.2

Year-over-year change in Gen Y buyers: N/A

Comment: I was wrong here. I panned it for being a silly product with no appeal. These figures don’t tell the whole sales story, but they do tell something.

3. VW GTI

Percent of 2012 buyers in Gen Y: 44.5

Year-over-year change in Gen Y buyers: -0.8%

Comment: Ask any car guy or girl what they’d buy for under $30k and there’s a good chance it’s a GTI. No surprise here.

2. Mitsubishi Lancer

Percent of 2012 buyers in Gen Y: 48.6

Year-over-year change in Gen Y buyers: 5%

Comment: The Ralliart and EVO are lumped in with Lancer, but it may also have something to do with Mitsubishi’s financing deals. This car is a dog.

1. Scion tC

Percent of 2012 buyers in Gen Y: 50.2

Year-over-year change in Gen Y buyers: -0.4%

Comment: The FR-S gets all the hype, but the tC is top dog. Maybe things will change next year?