The term "Gen Y" applied to people born between 1977 and 1994 appeared for the first time in 1992, and marketers have been trying to get their arms around it ever since. A decade ago, Toyota even created a car brand for them -- Scion -- which featured low prices, funky designs, and lots of opportunities for customization. Its success has been mixed. Supposedly, Gen Y'ers are tech-savvy, family-centric, achievement oriented -- and crave attention. According to Ward's they are going to change the car-buying experience because more than 60% say they are reluctant to go to a dealership. So that makes them different from the rest of us?
They may not be the sexiest rides on the street, but for value, reliability, and fun, these cars quietly blow the doors off the competition.
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