Generation Z (which comprises those born after 1995) may be young, but they’re already making up more that 25% of the overall U.S. population, and if recent reports are any indication their socially-conscious ways are having a great impact for the auto industry.
Currently a third of Gen Z are at driving age; according to a 2016 study by KBB/Autotrader, 92% of them either own or are planning to own a vehicle in the near future, and the model they’re reaching for is the subcompact SUV segment. Shifting away from the subcompact cars favored by previous generations, SUVs such as the Ford EcoSport have emerged as an ideal and affordable vehicle for first time drivers.
In 2017, 18-24 year olds in the United States purchased 3,981 subcompact cars and 2,840 subcompact SUVs - a 541 percent spike in SUV sales from four years ago, where only 443 were purchased. Ford U.S. sales analyst Erich Merkle predicts that sales for subcompact SUVs among the Gen Z demographic will surpass subcompact cars by as early as next year. She quotes “As more new small SUVs like Ford EcoSport become available, you’ll see the subcompact SUV segment continue to climb as a popular new car of choice for first-time buyers.”
More than 11 percent of new SUV segment purchases last year were also subcompact ones, the smallest size in the United States, up from 2% in 2012. The Ford EcoSport in particular has gained massive attention in the industry as the newest entry out of nine in the SUV market, with many features that cater towards Gen Z sensibilities. Its starting price is at under $20,000, just as if not more affordable than many similar used vehicles, accommodating for thriftiness in an unreliable economic period.
The EcoSport is fuel-efficient (equipped with a 1.0-liter EcoBoost engine, an EPA-estimated 28 mpg combined rating, and packing up to 381 miles per tankful of gas), as well as 50 cubic ft of cargo space in the front row and 20.9 in the second, much greater in comparison with similar models (including the Focus sedan, Fiesta sedan, and Fiesta hatchback). Subcompact SUV engineers and designers are also including features such as in-vehicle Wi-Fi, multiple charging ports and smartphone app-compatible entertainment systems in order to cater to Gen Z’s increasing need for constant connectivity. The EcoSport is compatible with Amazon Alexa®, Apple CarPlay®, and Android Auto®, as well as Available FordPass™ through remote access with smartphone apps; B&O Play’s® premium audio system and SiriusXM® satellite radio are also available through EcoSport.