Millennials buy more pickup trucks than baby boomers
Although several studies have shown a total disinterest in the automobile on the part of people of the millennial generation, it turns out that the tide has turned for this generation of individuals born between 1977 and 1994. According to a study conducted by JD Power in the United States, millennials would have bought more pickup trucks than baby boomers in 2021. Paradoxically, this is also the generation of consumers who would have bought the most electric vehicles.
JD Power’s study shows that, as of April 2021, sales of pickup trucks to millennials both exceeded sales to baby boomers (between 1946 and 1964) and those to generation X (between 1965 and 1976). And this trend has not slowed down. On the contrary, according to Tyson Jominy, vice president of JD Power, millennials have continued to buy midsize and full-size pickup trucks at an intriguing rate. For the first time in history, these individuals bought more pickup trucks than any other generation.
This is, of course, a portrait of American consumption, but it is all the same interesting to observe the phenomenon which, according to Mr. Jominy, is attributable to the pandemic which has created new priorities in terms of consumption. , but also to the fact that this generation has grown since then and now has stable jobs. Millennials also contributed to a mass exodus from the big cities, thus motivating them to get a pickup truck for obvious reasons.
The JD Power study, however, reveals other interesting statistics about this generation. Although she seems to love pickup trucks, she is also said to have bought quite a few EVs in 2021.
According to the data collected, the Ford Mustang Mach-E fails to appeal to millennials, as the average age of owners of this vehicle is 50 years. But millennials still accounted for 35% of electric vehicle purchases this year. This is a clear lead against the baby boomers (29%) and Generation X (26%).
