B2B – What do young buyers really want in their next car?

Posted on: Jan 21, 2013 - 12:38pm IST

I have been observing a new trend in recent car launches. Every manufacturer in India wants to target the youth. It is not difficult to see the rationale behind this push.

Future car camouflaged and teased

India is a young nation and most of the wealth lies with the youth. They are updated about new cars and play an important role in car buying decision.

But most manufacturers have a very skewed perception what the young India wants. The best example is Tata Motors trying to sell the Tata Nano to college-going kids; it was never meant to be. No college-going kid is ever going to sacrifice his public image in a Nano. I am not saying it’s a bad car, it is just not something the youth would like.

Speaking as someone who just completed his silver jubilee, I think I can give you a fair idea of what ‘we’ want in our next car –

  • Focus on Design 

The youth is exposed to so many products that are aesthetically beautiful. Our fashion, our gadgets, our accessories, they are all trendy. Some like aggressive design, some like silhouette curves, but overall we like beautiful products. Don’t give us the Tata Nano or the Alto800, give us the Hyundai Eon.

  • Safety is assumed

Airbags, ABS, ESP, Traction Control are not marketing material anymore. We assume that some of these are already present in our cars. Safety is not optional but it is assumed.

  • Give us something different

We are bored of these sedan, SUV, hatchback categorization. Give us compact SUVs, give us coupe-crossovers, give us Cabrios; give us something different!

  • Don’t be lazy

Either through rebadging (Renault-Nissan, hope you are listening) or designing a plain and unemotional car (Liva, Sail U-VA, Evalia) you are not going to convince the youth. Like each of us, our cars have to be original and stand for their own values. It must be a finger print, once its made, the dies have to be thrown away.

  • We are not “Brand Loyal”

Sure, our parents grew with aspirations of buying their first Maruti Suzuki. But we are not brand loyal. We change brands faster than we change our pants! So new boys such as Nissan, Ford, Volkswagen and Renault, you don’t have to worry about ‘lost ground’. When it comes to car brands, for us it’s a level playing field.

  • We are geeks

The degree of how geek we are may change, but we are a ‘gadget generation’. Our life revolves around technology. We need our social networks, we need our music, we need touch screens and we need connectivity.

  • We want to be different

Give us personalization options. My car should be different than others. I don’t want to follow, I want to lead. We appreciate accessories, optional extras, body customizations et al.

  • We want our cars to be Swiss knifes

We want our cars to do everything for us. They should be comfortable and sporty, power packed yet fuel efficient, technology-packed yet reliable. They need to exude quality, be low on maintenance and yet not be very expensive to buy.

Are we demanding? You bet!

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5 thoughts on “B2B – What do young buyers really want in their next car?

  1. Sidhant says:

    Basically, we want a car that is built like a VW,has reliability like a Toyota,has features of an S-class,has fuel efficiency of a Maruti,looks like an Aston and costs as much as a Nano.
    If wishes were horses

    Reply
  2. APN says:

    Airbags, ABS, ESP, Traction Control should be mandatory in all the vehicles launched in India..should pass the crash test with at least 3 stars or else it should not be allowed to launch. Electric charging points or battery swap areas with close proximity of 50-100 km through out metro’s initially and suburbs later on

    Reply
  3. Nikhil says:

    Safe, fuel efficient, striking to look at, well-built and dynamic as its core characteristics

    Features wanted: USB, Bluetooth audio streaming, lots of spaces around to keep different gadgets, good trunk space, easy to drive in crowded cities of india and good reliable automatic transmissions. A regular torque converters will do instead of a dual clutch automatic but price it within the atmosphere please.!!!

    Reply
  4. sandy says:

    Since we are living in a practical world and practicality is region specific. So most often we Indians look for desirably practical car or say the Swiss knife with some more tools.
    So yes, I agree with the points, even if some of them gets filtered out by practicality.

    Reply
  5. rahul says:

    I like, especially the last one
    “We want our cars to be Swiss knifes”

    a regular reader of IAB
    since last 3-4 months

    Reply

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About the Author
Kaustubh
Kaustubh Shinde

They say sooner or later your passion finds you. Sometime in late 2009, I started writing for IAB and ever since then it has been a roller coaster ride for me. An amazing experience that has taught me a lot, taken me to new places, driven some great cars and met some amazing people. When you don't find me on IAB (very rarely), you will find me either at a coffee shop or an eatery or at the nearest gadget store.Hope you enjoy IAB as much as we do!