Gen Y

The power with Generation Y continues to grow. Gen Y, defined as consumers born between the years of 1977 and 1994, is comprised of the single largest generation in U.S. history, encompassing some 80 million people. According to J.D. Power, Gen Y now accounts for greater than 29% of retail vehicle sales, and is on track to become the largest new-vehicle buying segment in the next 2-3 years.