3 out of 4 baby boomers hate this car brand

Born between the end of World War II and the 1960s, Baby Boomers are a generation that wields great political, social and economic power. The generation got its name because, after the Great Depression and the hopelessness of World War II, many families had an optimistic view of the future. This led to the birth of a large number of children during these years and they remained the largest generation until recently when the Millennials overtook them.

As they age and begin to take a backseat to younger generations, such as Gen Z, they still hold great power. Any brand would be crazy to ignore its influence in so many areas, and automotive brands are no exception. Each generation has a different effect on brands and they all have something they prioritize. To determine which car brands Baby Boomers favor, we looked at a recent YouGov poll. To keep things as simple as possible, we’ve looked at the brands that were recognized by over 90% of respondents and listed them below, from most popular to least popular.

Why it matters

The auto industry is worth nearly three trillion dollars in the United States.

The auto industry is worth nearly $2.86 trillion, and Baby Boomers are the wealthiest retirement generation in the country. This means that they contribute greatly to an industry that is vital to the United States economy. This data not only shapes advertising trends and stock awards, but also affects how other generations view these brands and how likely they are to buy them. At 24/7 Wall Street, our goal is to help our readers find the purchases that will build your personal wealth the most, whether it’s the stock market or a car purchase.

10. Ferrari

Ferraris were popular with just under 50% of boomers, but studies show that very few are purchased by the generation.

• The percentage of respondents who recognized the car brand: 96%
• The percentage of respondents who preferred the car brand: 47%

The Ferrari company itself is worth just under $85 billion. The brand was recognized by 96% of baby boomers surveyed, but popular with just under half of them. Studies show that most Ferrari owners are between 35 and 55 years old and most are self-employed. Since most boomers are retiring and aren’t likely to buy high-end luxury cars, we think this data might just show what boomers find more exciting than what they want to drive.

9. Acura

Acura is the luxury part of the Honda brand.

• The percentage of respondents who recognized the car brand: 97%
• The percentage of respondents who preferred the car brand: 47%

Acura is the luxury part of the Honda Motor Company, which is worth over $55 billion. Many Acuras have luxury amenities that make them popular with older drivers. Research shows that the average Acura buyer is in their mid to late 30s with a household income of about $200,000. Acura (and Honda) vehicles are likely to retain their resale value, which may be why nearly half of baby boomers ranked them as popular.

8. Bentley

The Bentley brand was famous but less popular than other brands.

• The percentage of respondents who recognized the car brand: 95%
• The percentage of respondents who preferred the car brand: 46%

Almost everyone surveyed recognized the Bentley, but only 46% had a favorable opinion of them. Bentley Systems itself is worth about $14.03 billion. The average price of a Bentley is around $300,000, and retirees aren’t as likely to put that kind of money into a vehicle. The average owner in the United States is 53 years old, so this brand may be more popular with Millennials.

7. Ram trucks

Ram’s parent company is Chrysler and both operate under the Stellantis brand.

• The percentage of respondents who recognized the car brand: 94%
• The percentage of respondents who preferred the car brand: 45%

RAM became an independent brand in 2009, but is still under parent company Chrysler. Both brands are a subsidiary of Stellantis. The company is worth just over $40 billion, but only about half of baby boomers preferred the brand. Women make up just 19 percent of Ram truck buyers, and the average buyer is in their 50s, placing them in the Gen X category.

6. Mitsubishi

Mitsubishi targets a younger generation for most of their vehicles.

• The percentage of respondents who recognized the car brand: 99%
• The percentage of respondents who preferred the car brand: 45%

According to Mitsubishi, their target market is consumers under the age of 45 who are married and have an annual household income of at least $55,000, which may explain why they are only popular with 45% of respondents, although almost all of them have recognized. The brand itself is worth $574 billion.

5. Chrysler

Chrysler, like Ram trucks, operates under the Stellantis company.

• The percentage of respondents who recognized the car brand: 100%
• The percentage of respondents who preferred the car brand: 45%

As stated in the Ram truck section, Chrysler operates under the Stellantis company. Every respondent recognized the name, but only 45% preferred the brand. We were a little surprised by this result because boomers want cars that are reliable, easy to use, safe and comfortable, and Chrysler is known for being many of those things.

4. Hyundai

Hyundai’s preferred market is retirees and families.

• The percentage of respondents who recognized the car brand: 98%
• The percentage of respondents who preferred the car brand: 42%

Hyundai Motor Company is worth $58 trillion and is extremely successful in the United States. Unfortunately, even though so many baby boomers recognized the brand, not so many favored the brand. As Hyundai targets families, students and retirees, they may have to rethink some of their branding strategies.

3. Infinity

Infiniti is the luxury part of the Nissan Motor Company.

• The percentage of respondents who recognized the car brand: 94%
• The percentage of respondents who preferred the car brand: 40%

Infiniti cars are preferred by families and individuals who want advanced features, performance and luxury. The numbers are down, as only 40% of those surveyed preferred this brand, while almost all recognized the name. Infiniti is the luxury version of Nissan and was established in 1985. Some of their newer cars are popular with women and over 59s.

2. Fiat

Fiat is marketing to a younger generation than the Baby Boomers.

• The percentage of respondents who recognized the car brand: 94%
• The percentage of respondents who preferred the car brand: 30%

Baby Boomers really don’t like the Fiat brand. While 94% knew about the brand, only 30% preferred them. The company itself is a huge part of the industry and is worth nearly $31 billion. It is the 637th most valuable company worldwide. Fiat also operates under the Stellantis brand, as do Chrysler, Dodge, Ram, Alfa Romeo, Jeep, Fiat and Maserati. Baby Boomers may not like Fiat because the company’s target audience is young urban dwellers, who are typically between the ages of 25-40.

1. Tesla

Tesla is remarkably unpopular with Baby Boomers.

• The percentage of respondents who recognized the car brand: 97%
• The percentage of respondents who preferred the car brand: 26%

Baby Boomers’ least favorite car brand is Tesla. This may be because they don’t really trust electric vehicles yet, as many have taken a public stance against them. The company itself is worth $715 billion, and the founder, Elon Musk, has his hands in many different businesses. Unfortunately for him, only 26% of baby boomers are interested in his cars, while almost all of them recognize the name.

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