Manufacturers have spent billions to create vehicles with appeal for
teens and 20-somethings. Many teens want vehicles that make them
look good and impress their friends, according to an online survey
from TNS marketing research group. Cassandra Harris, spokeswoman for
TNS, says automakers need to consider what teens think about cars
and appeal to them to create brand loyalty. Harris also warns that
some manufacturers get it wrong, claiming, for example, that Scion
is failing to capture teens' attention. One big problem is that
teens' attention can be fleeting. The TNS survey compiled responses
from 1,307 teens aged 16 to 19 last summer. Awareness of Scion among
teens in survey was 30%—far below brands like Honda, which had 90%
awareness. The TNS survey also showed that what was considered hip
varied between the sexes. For example, women had better impressions
of BMW, Daewoo, Hyundai, Kia, Saturn and VW. Men, on the other hand,
had better impressions of Cadillac, Chevy, Ford, Ferrari and Hummer.

Source: http://www.automotivedigest.com/