Nissan-commissioned study finds young buyers love sedans

(May 23, 2019) NASHVILLE, Tenn. —  Recent research reveals that the youngest generations of car buyers – millennials and Generation Z – may have their sights set on sedans. According to a survey of American car owners commissioned by Nissan, desire for sedans remains strong.

Among overall respondents who don't currently own a sedan, 78% would consider buying one, and younger respondents reported an even higher affinity for the body style.

Nissan recently unveiled its latest sedan, the all-new Versa, which features an energetic new design inside and out along with technology not generally seen in the subcompact class. Last year, Nissan also introduced the all-new Altima, sporting lower, wider and more athletic proportions than its predecessor. The sixth generation Altima is the first sedan to offer Nissan's ProPILOT Assist driver assistance technology. Nissan also recently unveiled the refreshed Maxima, adding safety and convenience features along with updated styling.

"We see great opportunity in the sedan segment, which is why we're continuing to launch all-new and refreshed products," said Rob Warren, director and chief marketing manager at Nissan North America. "Sedans are still extremely popular with our customers, so as our competitors exit the category, they're creating even more prospects for Nissan."

Nissan surveyed car owners and non-owners in the U.S. between the ages of 18 and 65 and found:

    • A top choice:78% of American drivers who don't own a sedan would consider buying one now or in the future.

    • Choice of younger generations: 86% of those 18-34 years old (Generation Z and younger millennials) who don't own a sedan would consider buying one now or in the future. The same is true for 81% of older millennials and Generation X'ers (age 35-50).

    • Satisfied owners: U.S. sedan owners are just as satisfied with their cars (89%) as non-sedan owners (88%).

    • Function with four doors: SUVs and trucks don't have a monopoly on being seen as functional. 95% of sedan owners listed functionality as the No. 1 thing they love about their car, versus 94% for non-sedan owners.

"What we're hearing from younger buyers is that they appreciate the features, versatility, fuel economy and value in our sedans," said Warren.

"Sedan design has also come a long way, as these traditional four-door cars shed their generic look, add more technology and take on a more aggressive, stylish profile. As sedans become more exciting to look at and to drive, younger buyers are putting sedans at the top of their consideration list."