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Driving Preference: Why Midsize Sedans Still Matter for Gen Y and Z​ Drivers

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Research Objectives

  • To understand reason of preference for Mid-size sedan by customers

  • To understand the different parameters on which Sedan is preferred over SUV by the customers

  • To identify likes & dislikes in terms of pre & post purchase

  • To understand the specific product needs of Generation Y & Generation Z Customers for Mid Sedan Segment.

  • To establish future product & design direction preferred in this segment amongst buyers

Approach and Methodology

In-Depth Interview

  • Up to 60 Minutes

  • Virtual Interviews

Sample Size: 120 IDIs

Market: Delhi NCR, Bangalore, Ahmedabad & Kolkata​

Target Group

  • Male & Female (90:10)

  • 18– 55 years

  • Single, Married with/out kid

  • Student, Working, Housewife, Business

  • NCCS – A1

Usership

  • Must be a car owner and have purchased their current car worth 7-20 lakhs in the last 2 years.

  • Fuel Type Preference: Petrol:Diesel – 80:20

  • The respondent must be the vehicle owner/decision maker or main user of the car.

  • Only personal car users (White Number plate; No CNG Fuel type).

  • Minimum vehicle running 5000 kms

  • Mixed brand owner of – Maruti Suzuki Ciaz/ D’zire/ WagonR/ Swift, Honda City, Hyundai Verna, and Skoda Rapid.

  • Owners of SUV (Brezza, Venue, Creta, Seltos) who have considered Sedan (City, Ciaz, Verna and Rapid) and rejected them.

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