A recent study conducted by the Outlaw Consulting revealed Volkswagen of America, Incorporated is one of the 12 Most-Respected Generation Y brands.
The age group 21- to 27-year-olds is a generation of consumers that prides themselves on the Goonies, Nintendo and Cabbage Patch Kids. According to Womens Wear Daily (WWD), the publication where the list of the Top 12 Most-Respected Generation Y brands was posted, this generation also represents "young, environmentally conscious consumers." Through driving cars from the Jetta to the Passat, the Gen-Yers relate to Volkswagens green initiatives and its "Fun to Drive" motto, yet value the affordability and approachability of the brand the most.
According to Holly Brickley, Strategic Analyst from Outlaw Consulting, Gen-Yer's respect a brand that is "clean and simple" yet "continues to keep things fun. And this is what Volkswagen has.
Adding to its reputation as a Generation Y brand, Volkswagen has initiated several lifestyle endeavors in order to align the brand with Gen-Yers. VW developed exclusive style accessories and
VW auto parts for its new Eos convertible, designed by top fashion and home accessory designers including Lutz and Patmos and Hable Construction. VW also partnered with First Act guitars to create the Garage Master electric guitar, which brought rock and roll to the hands of the consumer by allowing them to plug directly into selected VW vehicles and have a concert wherever and whenever they pleased. This is VWs way of playing along with Gen-Yers passion for music. These noteworthy initiatives attest to the "authenticity of Volkswagen, which is, according to Outlaw, something that is well respected by Generation Y.
Outlaws President, Barbara Bylenga, said the automakers that belong to the Top 12 Most-Respected Generation Y brands are the top brands whose values align with those of todays generation. The core philosophy of each of these brands really gets what being a youth is about. These are, therefore, viewed by the Gen-Yers as authentic and real, in terms of whom they are and what they are trying to achieve.
Generation Y, according to Business Week, is one of the most watched age groups because it is comprises the largest population - almost three times the size of Generation X. With this definition, Outlaw concluded that in a generation with cell phones, music downloads and Instant Messaging on the Internet, it is refreshing to have a company that is authentically cool, more so than trying too hard to be hip and edgy.
Outlaw Consulting is a San Francisco-based research firm that follows the habits of 21- to 27-year-old individuals.
The results of their study are published in the April 19 issue of Womens Wear Daily. The list implies that Generation Y knows about being fashionable yet economical. Being such is considered by the youth interesting yet simple. In lieu of this, the youth views Volkswagen as a top trendsetting brand.
