Is the fate of the auto industry dependent on Millennials?

The fate of the auto industry depends on the millennial generation. Or so it seems. The largest demographic since the baby boomers has alternatively been cited as bringing about the end of America’s love affair with the car, yet responsible for fueling record new car sales.

With years of bullish car sales expected to plateau in 2017, automakers are scrambling to understand a generation that is anything but a homogeneous demographic.

“There’s a lot of diversity, both economically and ethnically,” Michelle Krebs, senior analyst of AutoTrader, says of the generation born between 1982 and 1996. “It’s really hard to treat them as a monolith.”

Source: Chicago Tribune