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Cars Insight | Emotion

Stacy Graiko

Managing Director, Qualitative Practice

Kantar Millward Brown, Firefly





values drive



Some of the car brands are trying to solve problems that people don’t have. They are providing too much technology. Our research with millennials suggests that all the technology they need is in their smartphone. They look at stripped-down vehicles because they are going to keep the car for a while, but they will upgrade a phone annually. That is a different issue than the emotional connection that people have to their cars, which remains significant. In America it is associated with personal freedom. When we talk to millennials, we find that they are practical. They don’t want to splurge, but there is also excitement around luxury name plate. Brand and status is important. But millennials are also looking for a brand that shares their values.