In the flurry of COTY awards, the Best Cars for Teens seems soft and not particularly well thought out. It appears like a no teen was asked for their opinions and only government- and industry-available information was used. Based on AutoPacific and VehicleVoice research Teens (or lets broaden that to GenY buyers) most likely would buy a used car (because they can afford it) or larger vehicles (because they aspire to them).
Maybe, just maybe, developing a relationship with GenY buyers is the marketing department’s job. Rather than wasting millions on developing a GenY car, why not focus on a great CPO program? The progression into a brand can successfully start with a great used vehicle, and it might be best for product planners to leave this job to marketing.