Portia/UCLA Study Reveals Millennials' Views on Cars and Mobility

Refutes Myth that Millennials Don’t Want to Own Cars; Tesla and VW Are Top Brands

LONG BEACH, CA -- February 20, 2015: A new research study by Portia Consulting and the University of California, Los Angeles sheds light on the surprising attitudes, preferences and behaviors of millennials about cars and mobility. The Portia/UCLA Millennials and Cars Study is the first research project aimed at better defining the various psychographic segments in the millennial generation. One of the study’s key findings is that prevailing logic about young people and their aversion to cars is largely false. Nearly half of millennials love cars and want to own them.

“America is fascinated with cracking the code of millennials, but reports frequently adopt an overly simplistic and conflicting view of the segment”

The growth of ride-sharing, urban bicycle culture and other mobility options among millennials is more attributable to financial necessity than preference. The data shows that instead of a monolithic demographic of 80 million Americans, the millennial generation is a diverse group that is generally very interested in owning and driving cars.

“America is fascinated with cracking the code of millennials, but reports frequently adopt an overly simplistic and conflicting view of the segment,” said Jane Nakagawa, managing director of Portia Consulting and the study’s lead investigator. “We found it to be a multi-faceted generation that can’t be reduced to a selfie-taking stereotype. Millennials’ purchase decisions are driven by the product’s alignment with their unique values and interests. Tesla, Infiniti and VW rank at the top of millennials’ wish list because they’re the first to catch on to this phenomenon.”

The study provides the first research-backed categorization of millennials in regards to their preferences and views on cars and mobility. There are five segments of millennials:

Purposeful Patrons: The largest segment, they make up 29 percent of millennials. Slightly older (age 30-34), they are more likely to be transitioning into the family life-stage, balancing the tension between their desire for luxury with the real world obligations of adulthood. Their cars are high-tech havens that are indulgent but eco-friendly; serving as a validation for their responsible choices.

Ambitious Trendsters: Nineteen percent of millennials belong to this group of highly educated, affluent, upwardly mobile and optimistic individuals. Generally skewing male and white, they consider their car an outward expression of their mindset. It’s a reward for professional success and satisfies their desire for a fun and exciting driving experience.

Unplugged Dreamers: At 22 percent, this group is younger, more female, and still finding their way in the world. They are budget-minded and less likely to use technology in their daily lives, opting to spend time in the outdoors to connect with nature and escape the daily grind. They seek cars with a body style and functionality that fits their lifestyle needs.

Mindful Mainstreamers: At 13 percent, it’s the smallest and most stereotypical millennial segment. They are generally female, single, independent and financially successful, and keep a close eye on smart investments instead of luxury or trendy items. Their preferences on current and future cars go beyond just car ownership and into a broader concept of personal mobility, making them an intriguing and complex audience for automakers.

Practical Greensters: The youngest and most responsible segment, they are still living at home with financial support from their parents. But their youthfulness (18-19 years-old) belies a passion for eco-friendly, practical living. Low-cost convenience in the form of price, maintenance costs and fuel efficiency is a key factor in their mobility choices.

The study combined survey data from 806 respondents, of which 60% were millennials. Data was weighted to the U.S. Census American Community Survey. It was conducted with the support of interTrend Communications, a full service advertising agency identifying global ideas for clients by leveraging its DNA. The full report on the study can be viewed at portiaconsulting.com.