Millennials overtake Boomers, Gen X as biggest buyers of pickup trucks in U.S. for first time

Angus Mordant | Bloomberg | Getty Images

Millennials, a technology that some disregarded as not staying fascinated in driving, have speedily turn into the major era of new automobile buyers in the U.S.

Whilst it really is traditional for every single generation to at some point overtake the earlier one, Millennials – born among 1977 and 1994 – have finished it at an “astonishing” level, according to Tyson Jominy, J.D. Ability vice president of data & analytics.

“Demographic info moves incredibly slowly but surely, but last 12 months Millennials took over in April throughout the peak of the coronavirus pandemic. We considered it was variety of a blip, but it can be only greater because then,” he instructed CNBC. “It shifted overnight, and it has gotten a lot quicker every single thirty day period.”

Most impactful for the present-day U.S. industry is that Millennials for the first time this year will be the premier prospective buyers of midsize, whole-measurement and large-duty pickups. The segments are regarded as gentle-obligation vans. They represented 2.85 million revenue, or 20%, of the U.S. new car market place in 2020.

‘Coming-of-age story’

Amid the burgeoning coronavirus pandemic final year, Millennials overtook profits of bigger pickups from Child Boomers – born concerning 1946 and 1964 – and are on tempo this year to conquer Gen X prospective buyers – born amongst 1965 and 1976 – as the major consumers of mid-dimensions and compact pickups, in accordance to J.D. Electricity.

“It can be a coming-of-age story for millennials and maturing and finding promoted in their work opportunities and coupling and procreating and shifting to the suburbs and all that ordinary stuff,” Jominy explained.

Millennials’ quick ascent to turn into the most significant demographic of U.S. motor vehicle prospective buyers corresponds with one more generational shift, in accordance to Jominy.

Child Boomers overtook the pre-Boomers, or the Terrific Technology, as the most significant buyers when the Ford Mustang was mounting in attractiveness in the late-1960s and 1970s. Now, Millennials have overtaken them with the introduction of the first all-electrical Mustang Mach-E crossover.

“You sort of have this Mustang for each individual era,” Jominy claimed.


Even though the regular purchaser age for the Mustang Mach-E are Gen Xers at the age of 50, J.D. Electricity experiences Millennials are also the biggest buyers of EVs. J.D. Power reports they’ve represented 35% of new EV buys this yr compared to Toddler Boomers at 29% and Gen X at 26%.

Though Millenials are the top rated customers in 17 of 27 vehicle segments, Child Boomers nonetheless dominate additional pricey, luxurious car or truck segments.

“The greater the price the automobile the far more possible we are to see Boomers in it,” Jominy said.