Younger buyers driving demand for more electronics and connectivity in today’s cars

Most Gen Y drivers want to stay
connected to their smartphones while driving.

Are today’s new cars “becoming smartphones”? A recent report in the Chicago Tribune says, “No connectivity, no deal for young buyers.”

The report cites a 2011 study that revealed that more than two-thirds of the youngest respondents (Gen Y – up to age 30) want to be able to connect smartphones in their cars, and they also want the convenience of being able to access applications from a dashboard interface.

"For Generations X and Y, technology is a must-have. They take it for granted; they have to stay connected," says Craig Giffi, Deloitte vice chairman and automotive practice leader.

Older generations aren’t as demanding when it comes to getting electronics and connectivity in their cars, according to the study. "The youngest buyers are looking for electronics that are innovative and have a high 'cool' factor while those over the age of 50 lean toward safety, comfort and control features," says Lara Koslow, a partner in BCG's Los Angeles office. “Young buyers want to be able to Twitter and send instant messages while older buyers view that as unsafe," Koslow adds.

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