Most Important Vehicle Attributes, by Generation

Who would have known that Reliability is throughout all Generations the most important vehicle attribute of all. According to a Harris Poll, who asked Millenials, Gen-X’s, Baby Boomers and Matures (+69 years of age) the question “How important are each of the following to you when considering a vehicle?” – Reliability, the Cost of Purchase and Safety are the top-3 ranked attributes.

I found it interesting that Millenials and Gen-X are ranking high for the Attribute Passenger Volume but on the other hand don’t care about cargo volume. It appears that a small bag for a trip is good enough as long as you can travel with some friends. On the other hand the Baby Boomers appreciate a much larger Cargo Volume then anybody else – let me guess….Golfing?

Last but not least, what really blew my head off was the result showing for the Attribute Performance. Neither Millenials nor Gen-X was seeing that as an important attribute to have in a car but for the Matures (again 69+ years) it was with 79% the 3rd most important feature in a car. I guess the times are changing from the blue hair driving an ’95 Cadillac to the 2015 Mature Driver seeking out their next car – may be a Dodge Challenger Hellcat?

DataSource and Picture: Marketing Charts, Harris Poll and Center for Car Donations