Gen X horsepower grows

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Generation X consumers, ages 20 to 34, will represent one-quarter to one-third of new-vehicle buyers by 2005, according to a report released today by consultancy J.D. Power & Associates, Agoura Hills, Calif. Automakers need to target the market before Gen Xers move into peak buying years, Power says. Currently the Honda Civic is the group's most popular car; Ford F-series and Explorer lead among trucks. Power's study shows Gen X consumers are most likely to move upscale to compact sport-utility vehicles. Younger Gen X auto shoppers (ages 20 to 24) rely on friends and relatives, while older Gen Xers study the Internet and car-buying guides. Female Gen X buyers are better educated than past generations and value price, quality and durability; males seek brand and performance.

Copyright June 1999, Crain Communications Inc.

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