“Autos sind heute nicht besonders angesagt”. Diese Meinung vertreten 40 Prozent der befragten Jugendlichen der deutschlandweit durchgeführten Jugendstudie “Timescout“. 1.200 Jugendliche und junge Erwachsene wurden unter anderem auch zu Ihrer Meinung über Automarken und Mobilität befragt. Das Ergebnis: Autos sind uncool. Die KFZ-Branche sollte sich Gedanken machen.
Rund 75 Prozent der 20- bis 29-jährigen besitzen hierzulande eine Fahrerlaubnis, jedoch fahren 45 Prozent von ihnen kaum Auto. Über den Grund dieser Fahrfaulheit liefert die Studie eine These. Nahezu 80 Prozent der Befragten sind der Ansicht, in der Stadt brauche man aufgrund öffentlicher Verkehrsmittel kein Auto. 45 Prozent finden zudem „Leute, die dicke Autos fahren, unsympathisch“ und fast 40 Prozent sind der Meinung, dass „Autos heute nicht besonders angesagt sind“. Auch scheint das KFZ als Statussymbol bei der Jugend an Bedeutung zu verlieren. So sind lediglich 20 Prozent der 20- bis 29-Jährigen der Ansicht, dass „man mit einem tollen Auto bei Freunden besser ankommt“.
Auch die Bedeutung der Automarken scheint zu schwinden. Lediglich für 40 Prozent der Befragten ist beim Auto die Marke von großer Bedeutung. Weit größere Wichtigkeit haben Marken für die jungen Deutschen indes bei Notebooks, Mp3-Playern oder Handys. Glaubt man Philipp Ikrath, dem Leiter dieser Studie, dann zeigen deutsche Jugendliche und junge Erwachsene eine größere emotionale Bindung zu einheimischen Marken. Japanische Marken jedoch fänden kaum mehr Anhänger unter der Jugend.
Zu ähnlichen Ergebnissen kommt die Studie „Jugend und Automobil 2010“, durchgeführt vom Center of Automotive in Bergisch Gladbach, bei der 1100 junge Erwachsene zwischen 18 und 25 Jahren befragt wurden. Auf die Frage hin, auf welche Investition sie zugunsten eines Autos verzichten würden, entschieden sich 30 Prozent der Befragten kategorisch gegen das Auto. Vor die Wahl gestellt, ob ein Auto oder eine eigenen Wohnung für sie wichtiger sei, votierten lediglich vier Prozent für das Auto. Und lediglich 18 Prozent würden ihre Ersparnisse für die Anschaffung eines eigenen Wagens antasten.
2009 wurden nur 7 Prozent der Neuwagenkäufe von 18- bis 29-Jährigen getätigt. Das sollte die Branche alarmieren. Hier scheint großer Bedarf für ein zielgerichtetes Jugendmarketing zu herrschen. Das Ausruhen auf der Marke wird auch in dieser Branche schon absehbar nicht mehr ausreichend Nachwuchs rekrutieren.
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