That effort is finally making a difference -- but not in the way automakers expected. Seeing it as a polluting waste of time, driving is down sharply among young adults:
True low-polluting vehicles like the Nissan Leaf and Chevy Volt are finally getting ready to hit the market. But is it too little, too late to sell Gen Yers on the idea that you can be green AND drive? And if this generation really does hate extreme commuting, what does that mean for distant suburbs that have sprung up to support Baby Boomers' craving for a white picket fence no matter how long the drive?Selling cars to young adults under 30 is proving to be a real challenge for automakers. Unlike their elders, Generation Yers own fewer cars and don’t drive much. They’re likely to see autos as a source of pollution, not as a sex or status symbol. [...]
“This generation focuses its buying on computers, BlackBerrys, music and software and views commuting a few hours by car a huge productivity waste when they can work using PDAs while taking the bus and train,” says [Learning Resources Network President William] Draves.
Moreover, in survey after survey, Gen Yers say that they believe cars are damaging to the environment. Even hybrid electric vehicles don’t seem to be changing young consumers’ attitudes much.
Via Greater Greater Washington