Automakers Woo Young Customers With New Gadgets

Washington DC March 20, 2006; The AIADA newslettter reported that many automakers are packing everything they possibly can in their compact cars to attract more young buyers, reports The Detroit Free Press.

Honda won 2006 North American Car of the Year honors with the redesigned Civic, which offers safety, style and performance in a car that starts under $15,000, while Toyota offers extensive customization with Scion, allowing buyers to choose from a wide array of parts including side-panel graphics and interior foot-wells.

The increased focus on small cars is a reflection of automakers striving to reach the youth market, hoping it will result in selling buyers more expensive cars in years to come. "It's very valuable real estate," said Erich Merkle, director of forecasting for IRN Inc. "They really want to make an impression on these people while they're still young."