Car Motivations in the Young Target Group: An International Perspective

Abstract

Globally, there are many profound changes going on within the automotive sector. There are new technological developments like e-mobility and autonomous cars, as well as new business models such as car sharing that may make purchasing a car obsolete for the younger, international target group. The intention of this paper is to identify the role and importance of cars in the young target group internationally and to explore current motives for buying an automobile. To this end, the authors conducted a psychological research study on a diverse group of upper division undergraduate and master’s degree level students originating from more than twenty different nations. Research methods used include structured one-on-one interviews and in-depth focus groups. The study’s results are useful for international marketing practitioners as they contribute to understanding the relevance and importance of automobiles for the international youth target market as well as identification of motives regarding car purchase across various countries. The results have implications for international managers within the automotive industry for the development of new mobility concepts as well as for international marketing communications within the automotive sector.