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

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