Detroit Strives to Reclaim Lost Generation of Buyers
When Sue Anderson passed her driver's exam 10 years ago, she inherited the family Mazda. After graduation from college, she bought her family's Saab. Last year, the 26-year-old graphic designer from Grand Rapids, Mich., bought her first new car. It was a 1990 Mitsubishi Eclipse. "I never really considered buying an American car, which is not to say I wouldn't," said Ms. Anderson, who aspires to buy another Saab. "I guess buying a foreign car has been kind of ingrained in me." Foreign Cars Favored Ms. Anderson is part of the auto industry's "lost generation." A new wave of young drivers are shopping for their first new cars and trucks, and their biases spell deep trouble for the American auto industry. In large part, they are the children of the drivers who first traded their Fords, Dodges and Chevrolets in the 1970's for Hondas, Toyotas and BMW's. As they were growing up, their family cars were typically foreign makes, and they knew mostly horror stories about Detroit's products. Shaped by their parents' tastes, these young adults rarely set foot in the Big Three's car dealerships.