Ford-Commissioned Survey Shows A Need For SUVs Among Millennials

Sponsored Links

For a number of years, the so-called “Millennial” generation has been a bit of an outlier in the United States, with milestones like moving to the suburbs, buying houses, and starting families not occurring at the expected rate. While in the past that’s been a head-scratcher for businesses looking to better understand and cater to the demographic, the results of a Ford-commissioned study suggest that Millennials are hitting these milestones after all – just a bit later than anticipated.

That’s good news for Ford, as the study also found a link between settling down, and purchasing larger vehicles that can accommodate both their kids and their belongings – vehicles like SUVs and crossovers.

“Gen X, which is critical to midsize and large SUV sales today, is a much smaller group than either older baby boomers or younger millennials,” says Ford US sales analyst Erich Merkle. “Fewer members of Gen X means fewer families – that is, until America’s millennials move into their prime years, a shift that’s just beginning.”

Sponsored Links

Largely because of this shift, Ford anticipates sales of SUVs and crossovers to grow from 40 percent of all new-vehicle sales to more than 45 percent in the next five to seven years. That could mean 850k additional SUV and crossover sales per year. Just this year, industry-wide sales of medium- and large-size SUVs/CUVs grew 9 and 11 percent, respectively, during the first half of the year, while small-CUV sales grew 4 percent.

This means that not only can Ford look forward to more utility vehicle sales in the future, but that the majority of the growth will likely be in the higher-margin medium- and large-size models.

Sponsored Links
Sponsored Links

Subscribe to Ford Authority
For around-the-clock Ford news coverage


We'll send you one email per day with the latest Ford updates.

It's totally free.

  • Want to see your Ford vehicle or build featured on Ford Authority? We welcome your submissions. See here for details. ×

Written by Aaron Brzozowski

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

Sponsored Links

Leave a Reply

Your email address will not be published. Required fields are marked *

Ford UK Announces New ‘Scrappage Scheme’ To Get Owners Of Older Vehicles To Trade-In

‘Regular Car Reviews’ Tackles The 1994 Ford Taurus SHO: Video