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Calibrating new products for generation Y automotive consumers with emerging market realities

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Authors: Aziz Ucmakli, Kevin M. Joostema

Abstract:

The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S. market and the subsequent calibration of expectations for a new model introduction - the Honda Element - with emerging market realities.

Aziz Ucmakli

Author

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Kevin M. Joostema

Author

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Ucmakli and Joostema (2003a, March 30). Calibrating new products for generation Y automotive consumers with emerging market realities . ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/market-research-for-petroleum-products-in-the-automotive-field