Mitsubishi a Top Choice for Generation Y Car Buyers

July 27, 2011 (PRLEAP.COM) Business News
QUINCY, Mass., July 27, 2011 — Representing those roughly 18 to 27 years old, Generation Y, or Gen Y, is a highly sought-after demographic for businesses because the group can develop brand loyalty that can last for decades. Locking in these new arrivals to the auto market is a priority for automakers and, according to a new study from, Mitsubishi dealers are ahead of the pack.

A review of purchases made by more than four million car buyers in 2009 and 2010 found that 20.3 percent of Mitsubishi vehicles went to Gen Y buyers, placing the brand just behind Scion, which draws 21.2 percent of its customer base from Gen Y. Nearly one-third of all buyers of the Mitsubishi Lancer were from Gen Y, making it the second-most-popular car choice after the Scion tC.

"Gen Y is made up of well-informed, demanding buyers that were raised with information at their fingertips, so you know you are doing something right as a brand when you can grab their attention," said Phil Ternullo, general manager of Greater Boston Mitsubishi dealer Quirk Mitsubishi. "They expect to customize cars to their liking, and the Mitsubishi Lancer fits the bill perfectly with its three different engines, available all-wheel drive and high-tech add-ons."

Featuring a 2.0-liter, 148-horsepower engine, the Mitsubishi Lancer DE can be had at a starting price below $16,000. The similarly equipped Lancer ES adds a chrome grille and alarm system. Mitsubishi's Lancer GTS boosts performance with a 2.4-liter, 168-horsepower engine and adds tech features that include a color LCD information display and the Fuse Handsfree Link System which provides voice control for cell phones.

True performance fans can opt for the Lancer Ralliart, which offers a 237-horsepower, 2.0-liter engine and full-time all-wheel drive to keep the wheels turning on snowy days or off-road trails.

Interest in the Lancer among young buyers could provide a solid foundation for Mitsubishi's next round of automotive innovation. A 2009 study from AutoPacific found that Gen Y is more open to new vehicle technologies and hybrids, and Mitsubishi will deliver in these areas later this year. The Mitsubishi i, scheduled to launch in November, will be the least-expensive electric car on the market. The plug-in electric recently earned an EPA rating of 126 MPGe in the city and 99 MPGe on the highway, beating the Nissan LEAF.

According to Ward's Auto, Mitsubishi will add a hybrid vehicle to its North American lineup in 2013. A plug-in hybrid version of the Outlander crossover will run primarily on battery power, with a gas-powered 1.6-liter engine as a backup. Mitsubishi is expected to launch six other electrified vehicles by 2015.

"Mitsubishi is proving that they have their finger on the pulse of young drivers, both for today and for the future," Ternullo said. "They recognize that Gen Y is tech-savvy and environmentally conscious, and that this generation is coming of age during the Great Recession, so they are making sure that their new technology is affordable."

About Quirk Mitsubishi:
Quirk Mitsubishi, located minutes from downtown Boston, has been serving Massachusetts Mitsubishi owners in the region for more than 30 years. With dedicated, knowledgeable sales and service professionals, Quirk works to build lifelong relationships with its customers and save them money. To discover everything that Quirk Mitsubishi has to offer, visit them online at, like them on Facebook at, call 617-249-5847, or stop by their showroom at 99 McGrath Highway, Quincy, Mass.