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

Date of publication: March 30, 2003


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.

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