Millennials overtake Boomers, Gen X as most important buyers of pickup trucks in U.S. for 1st time

Millennials overtake Boomers, Gen X as most important buyers of pickup trucks in U.S. for 1st time

December 11, 2021 Off By iwano@_84

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Angus Mordant | Bloomberg | Getty Photos

Millennials, a era that some disregarded as not staying intrigued in driving, have fast become the major technology of new motor vehicle consumers in the U.S.

Whilst it is really standard for each and every era to ultimately overtake the earlier just one, Millennials – born in between 1977 and 1994 – have carried out it at an “astonishing” level, according to Tyson Jominy, J.D. Electric power vice president of facts & analytics.

“Demographic facts moves extremely slowly but surely, but previous calendar year Millennials took over in April all through the peak of the coronavirus pandemic. We thought it was kind of a blip, but it really is only improved considering the fact that then,” he instructed CNBC. “It shifted overnight, and it has gotten speedier each individual month.”

Most impactful for the recent U.S. current market is that Millennials for the initially time this year will be the largest consumers of midsize, entire-dimension and heavy-duty pickups. The segments are recognized as mild-responsibility trucks. They represented 2.85 million revenue, or 20%, of the U.S. new auto market in 2020.

‘Coming-of-age story’

Amid the burgeoning coronavirus pandemic final calendar year, Millennials overtook sales of larger pickups from Toddler Boomers – born concerning 1946 and 1964 – and are on pace this calendar year to conquer Gen X potential buyers – born concerning 1965 and 1976 – as the prime potential buyers of mid-measurement and compact pickups, in accordance to J.D. Electrical power.

“It really is a coming-of-age tale for millennials and maturing and having promoted in their positions and coupling and procreating and transferring to the suburbs and all that ordinary stuff,” Jominy said.

Millennials’ rapid ascent to turn out to be the premier demographic of U.S. motor vehicle customers corresponds with an additional generational shift, in accordance to Jominy.

Baby Boomers overtook the pre-Boomers, or the Great Era, as the major consumers when the Ford Mustang was mounting in level of popularity in the late-1960s and 1970s. Now, Millennials have overtaken them with the introduction of the initial all-electrical Mustang Mach-E crossover.

“You type of have this Mustang for each and every era,” Jominy mentioned.


Though the ordinary purchaser age for the Mustang Mach-E are Gen Xers at the age of 50, J.D. Electrical power stories Millennials are also the premier purchasers of EVs. J.D. Power stories they’ve represented 35% of new EV buys this year when compared to Newborn Boomers at 29% and Gen X at 26%.

While Millenials are the top rated prospective buyers in 17 of 27 automobile segments, Baby Boomers nonetheless dominate much more high-priced, luxury vehicle segments.

“The bigger the value the vehicle the a lot more likely we are to see Boomers in it,” Jominy claimed.