VW belongs to Top 12 Most-Respected Generation Y brands
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A recent study conducted by the Outlaw Consulting revealed
Volkswagen of America, Incorporated is one of the 12 Most-Respected Generation
Y brands.
The age group 21- to 27-year-olds is a generation of
consumers that prides themselves on the Goonies, Nintendo and Cabbage Patch
Kids. According to Womens Wear Daily (WWD), the publication where the list of
the Top 12 Most-Respected Generation Y brands was posted, this generation also
represents "young, environmentally conscious consumers." Through
driving cars from the Jetta to the Passat, the Gen-Yers relate to Volkswagens
green initiatives and its "Fun to Drive" motto, yet value the
affordability and approachability of the brand the most.
According to Holly Brickley, Strategic Analyst from Outlaw
Consulting, Gen-Yer's respect a brand that is "clean and simple" yet
"continues to keep things fun. And this is what Volkswagen has.
Adding to its reputation as a Generation Y brand,
Volkswagen has initiated several lifestyle endeavors in order to align the brand
with Gen-Yers. VW developed exclusive style accessories and VW auto parts
for its new Eos convertible, designed by top fashion and home accessory
designers including Lutz and
Outlaws President, Barbara Bylenga, said the automakers
that belong to the Top 12 Most-Respected Generation Y brands are the top
brands whose values align with those of todays generation. The core philosophy
of each of these brands really gets what being a youth is about. These are, therefore,
viewed by the Gen-Yers as authentic and real, in terms of whom they are and
what they are trying to achieve.
Generation Y, according to Business Week, is one of the
most watched age groups because it is comprises the largest population - almost
three times the size of Generation X. With this definition, Outlaw concluded
that in a generation with cell phones, music downloads and Instant Messaging on
the Internet, it is refreshing to have a company that is authentically cool,
more so than trying too hard to be hip and edgy.
Outlaw Consulting is a San Francisco-based research firm
that follows the habits of 21- to 27-year-old individuals.
The results of their study are published in the April 19
issue of Womens Wear Daily. The list implies that Generation Y knows about
being fashionable yet economical. Being such is considered by the youth
interesting yet simple. In lieu of this, the youth views Volkswagen as a top
trendsetting brand.
About the Author
Benjamin Hudson works as a supervisor at one of the top engineering firms in the business district of Louisiana. He is also a freelance journalist and has passion for anything automotive.
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