Too Young?

4285 Views 12 Replies 10 Participants Last post by jennym, Sep 8, 2013

parker

Discussion Starter · Aug 22, 2013 (Edited)

Reading a thread here about the GLA being perfect for an aging Europe and it got me thinking, for all the social media buzz and talk about a young generation of Mercedes buyers that will be climbing over each other to get into the CLA and the GLA to an extent, maybe Mercedes is aiming at the wrong demographic... So I went digging for some data...

From recent memory models like the Chevy Sonic, Fiat 500, Ford Fiesta and Kia Soul have all been promoted using social-media and music festival sponsorships with heavy focus on millennials. Funny, the largest buyers of "young people cars" are seniors or almost. About 42% of "young" cars this year have been purchased by boomers according to the WSJ. As for 18- to 34-year-olds buying new cars, well that number fell to 12% through May '13, down from 17% in 2008, according to registration data again from the WSJ.

Millennials as a segment is nowhere near as big as the boomers. As citizens most millennials in this country are drowning in low-pay jobs (THANK YOU COLLEGE) and choking on student debt, Youth unemployment numbers are even more dreary in Europe...

I just dont see where the money will come from, besides do young people even care about cars? most of thier parents dont, you can tell by the onsalaught of corollas and camrys and other various sexless transportation...

Maybe the GLA would be better positioned as a last mercedes instead of a first mercedes?

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Glamorous

· #2 · Aug 22, 2013

There's a maxim in car sales that comes to mind. You can usually sell a young man's car to an older gentleman, but that young man will never buy an old person's car.

The point is, it's easier to sell an image of youth, vitality, and energetic spirit, to anyone at any age. The GLA arguably embodies more of these qualities because the extra cargo utility can be used to support an active lifestyle, such as carrying bikes, golf clubs, and other pieces of recreational equipment.

I have no doubt that most GLAs will be sold to older buyers -- the average age of a Mercedes-Benz buyer is quite high. But if Mercedes can pick up a portion of millennials, they will be satisfied. The fact is and always will be that younger people on average will have less income and savings than older folks, so older folks will of course comprise the majority of car purchases.

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Sweet Tooth

· #3 · Aug 22, 2013

Glamorous said:
There's a maxim in car sales that comes to mind. You can usually sell a young man's car to an older gentleman, but that young man will never buy an old person's car.

The point is, it's easier to sell an image of youth, vitality, and energetic spirit, to anyone at any age. The GLA arguably embodies more of these qualities because the extra cargo utility can be used to support an active lifestyle, such as carrying bikes, golf clubs, and other pieces of recreational equipment.

I have no doubt that most GLAs will be sold to older buyers -- the average age of a Mercedes-Benz buyer is quite high. But if Mercedes can pick up a portion of millennials, they will be satisfied. The fact is and always will be that younger people on average will have less income and savings than older folks, so older folks will of course comprise the majority of car purchases.

I think the worst type of car that a company can produce is an old looking car. What's even worse is if the brand begins to feel old. Take a look at Buick. When I hear Buick I think old people. Whoever your buyer is, it is important to have new, fresh and youthful products. Those are the things that people want to buy in their vehicles.

I am not sure that any of the luxury brands are going to get 20 something year olds to buy their cars. They just aren't interested in cars, let alone luxury cars. I'm sure most would be happy borrowing a car, buying a used car, taking the bus, just staying at home in their parent's basement.

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Cocles

· #4 · Aug 22, 2013

When discussing price points, keep in mind the certified used market that'll soon arise.

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4-matic

· #5 · Aug 22, 2013

I can see a lot of CLA buyers being people who once owned a bigger gas guzzling mercedes or just people who want a mercedes but not the high fuel bill that comes with a number of them.

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carbonfiber

· #6 · Aug 27, 2013

If I could only have one Mercedes for the rest of my life it would not be the GLA.

It would be a Mercedes 300SL

The GLA is a good car for young families. The price point would make it attractive. That is not to say older folks won't buy the GLA.

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Cocles

· #7 · Aug 28, 2013

carbonfiber said:
It would be a Mercedes 300SL.

Here here.

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4-matic

· #8 · Aug 28, 2013

carbonfiber said:
If I could only have one Mercedes for the rest of my life it would not be the GLA.

It would be a Mercedes 300SL

The GLA is a good car for young families. The price point would make it attractive. That is not to say older folks won't buy the GLA.

300sl would be sweet, old mercedes benz's from those times and even up to the 80's were tanks! I would even take a 300sel

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Frayzer

· #9 · Aug 28, 2013

It's hard to say right now where exactly the GLA will stand once it comes out on production but it is an interesting segment if you ask me. Smaller vehicles are slowly developing a trend on the market.

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carbonfiber

· #10 · Aug 30, 2013

If you look at GLK buyers they really range from younger families to parents. That is what I've noticed.

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Adolini

· #11 · Aug 30, 2013

It is a good starter car for younger couples to work around with even with children. Just waiting to see how the inner space would be like.

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cics

· #12 · Aug 31, 2013

carbonfiber said:
If you look at GLK buyers they really range from younger families to parents. That is what I've noticed.

Yeah thats true, I think part of that is due to how sporty it is in some ways, not sure what the GLA will do to it's sales but it might be tough for some consumers to decide between the two.

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jennym

· #13 · Sep 8, 2013

Interested buyer here for my young family.. My husband has asked me to do some research since I was the one who brought up the idea of purchasing this vehicle after it was announced. I can't wait for the reviews...

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