According to a study commissioned by Nissan, Millennials are committed to saving the sedan in an era when crossovers have usurped much of the market. While much of the study revolves around asking people whether they’d consider purchasing a sedan in the future — something any smart shopper would say “yes” to — survey respondents also said there was very little difference in terms of customer satisfaction between crossovers and sedans.
That’s good news for any automaker that launched a bundle of new and refreshed sedans over the past few years. Can you think of one?
Any automotive study commissioned by a manufacturer is suspect, but there could be something to this. Previous studies that were less concerned with promoting an automaker’s own interests also indicated that Millennials are more apt to buy cars than older generations. But it may have more to do with circumstances than generational tastes.
As a group, Millennial tend to poorer than their parents were at the same stages of life and come loaded with debt. They are also far less likely to have children and more likely to live in cities — all of which makes owning a large crossover vehicle rather nonsensical.
However, Nissan seems to view this as a matter of personal preference, even going so far as to suggest “it’s not just avocado toast” that Millennials love. It’s a dated trope that’s been proven wrong in the past and it highlights just how superficial most takes on generational differences really are. It looks like Nissan’s fallen prey to this kind of thinking, leaving it correct in its assertion that younger shoppers like cars — but maybe for the wrong reasons.
In truth, there’s not much to glean from Nissan’s study. Announcing that 86 percent of 18-34 year-olds who don’t own a sedan would consider buying one (now or in the future) isn’t saying much when 81 percent of adults aged 35-50 indicated the same. The rest of the survey, which focused on consumer satisfaction and the importance of functionality between SUV/truck and sedan owners, showed no appreciable differences. 89 percent of sedan owners said they were just as happy as 88 percent of non-sedan owners. Meanwhile, the breakdown for functionality as the biggest thing customers love about their car was 95 to 94 percent, with sedans once again in the lead.
“What we’re hearing from younger buyers is that they appreciate the features, versatility, fuel economy and value in our sedans,” said Nissan’s chief marketing manager Rob Warren. “Sedan design has also come a long way, as these traditional four-door cars shed their generic look, add more technology and take on a more aggressive, stylish profile. As sedans become more exciting to look at and to drive, younger buyers are putting sedans at the top of their consideration list.”
With such a strong emphasis placed on sedan sales already, Nissan’s probably seeing what it wants. The fact of the matter is that Altima, Maxima, and Versa sales tanked in the U.S. last year. Meanwhile, the Sentra held strong while crossovers continued to dominate the market. Whether or not younger buyers are more predisposed to consider cars over crossovers is largely irrelevant if they aren’t actually buying them.
[Image: Nissan]
Always envied the american sedan culture. I don’t know if this happens in the US, but in Spain seems to be a huge difference between the cars bought by male millenials vs. cars bought by the female millenials. Males tend to buy compact and subcompact hatchbacks with the sporty-ish trim whereas women buy small crossovers or ace-of-base subcompacts. ¿does that happen in America?
Yeah, kind of, crossovers seem to attract women and older folks because of the practicality of them, where a guy might go for something more ego-based like a sporty sedan or rugged pick-up/SUV, but those are really broad generalizations
I’d say that crossovers attract people because of the PERCEIVED practicality and safety.
Also, why do these articles always focus on the Crossover vs. Sedan angle and leave the least compromised Hatchbacks and Wagons to rot on the vine?
The curse of the false dichotomy. A person can either be into this or that, never mind those or these.
Is that even here or there?
“Hm. I’m up to my eyeballs in student debt, I need a ride, and I don’t care much about cars. Should I spend $12.5k on a Versa, or $18.5k on a Kicks?”
“Son, you’ll take our old hand-me-down sedan and like it, because your mother and I are getting a spiffy new crossover”
Hmm, I guess millennials really do like sedans, because they’re FREE
Buy used car.
No kidding! A $3500 old-man Avalon would be much preferred over a 3rd-world taxi Versa, although I don’t denigrate the little Nissan as much as some others here, it’s a lot of (new/safe) car for the money in terms of real transaction prices, although I’d cross shop over at the H/K dealer, around here they’ve been blowing out demo Optimas for $13k with new car warranties.
Does Nissan take place of Pontiac in American psyche? I remember Altima was touted as sport sedan not so long time ago. From mMy extensive experience with rental Altimas they are as much sport sedans as late Pontiacs.
Inside looking out…I 100% agree.
Nissan in the teens is what Pontiac was in the 90’s. Cheap lease, deep sub-prime buying, cash on the hood from the factory to get people bought (see sub-prime buying), decent enough car but not all that great.
Nissan gladly filled the void Pontic left.
I was walking through the mall a couple of weekends ago where a Kicks was on display. The sticker was $24k. For that kind of cash you can get a Renegade with AWD or for a bit over $22k it’s lost cousin 500X.
If Nissan just shot the designer that keeps giving their sedans those weird C-pillars their sales would rise.
I first got excited reading your post, But then I noticed that the first word in sentence was “If”.
They need adjust the lens. They are also claiming a chunk of Gen Z to be Millennials.
Oh look, a Datsun.
I would rather take a grimy bus than own a Versa. Not even fit for rental fleet duty.
The Versa is still better than anything GM makes.
Better than Corvette?
The Versa, Sentra, Altima, and Maxima are better than their comparable GM competitors. Well, the truth is GM has cancelled most of their carline so they pretty much forfeit passenger sedans to Nissan.
More pointless bellyaching and trolling. Yawn. Come up with something new.
You really think a Maxima is better than the latest gen Impala? Me thinks not.
I haven’t driven one, but yes I think the newest Maxima is a better car than the (excellent, no doubt) Impala.
You know, in 1990s – 2000s there was a saying that Poor Russian Thinks That Beige Maxima is a Mercedes. No kidding.
I would rather own a previous-gen 1.6 Versa sedan (the one that looks like the top hat token from Monopoly) with crank windows, no A/C, and no radio than take a grimy bus.
Methinks Claimer does not have much experience with the average public transit experience in the US, bus especially.
Agreed. I test drove a Versa back in 2011. While not my cup of tea, I’ll take a basic, simple car over a bus any day if given the choice. One thing I value is the ability to pick up and go on my own schedule.
That’s not to deride those who can’t afford, or who choose not to afford a car, but my choices are mine. Cars, especially for we in the suburbs, are an important part of life.
You mean Millennials want Camry, Accord, Civic, and Corolla? Those 4 are still selling.
Yeah they are! Except each are down month after month after month after month after…
still waiting for Ford to announce the return of the non-911 Taurus, huh?
Nissan sedans sell a lot better than anything GM and Ford produce. Critic love the new Sentra and Altima.
GM is a national disgrace. Their best answer to the new Altima is the Malibu.!
Did you take your meds today?
Many people agree with me that GM is a disgrace. That is a lot of people taking Meds!!
Do many people post pointless crap about nothing? Because it seems to just be you and EcoBoostFlex, sometimes dw.
GM’s answer to the Altima(‘s falling sales) is “good luck with that, you’re gonna need it.”
You know, that is the problem in America – doctors prescribing too many meds which are considered as an answer to all problems.
Umm, just throwing it out there, but nothing anybody makes anywhere in the world sells more copies than the Ford F Series does so factually you aren’t even close to correct.
Nissan went downhill when they merged with Renault and Carlos Jailbird Ghosn. Buy Toyota, Honda, Kia, Hyundai instead. Burn Renault/Nissan, GM, Ford, FCA.
Really? Merged? Are you so sure?
Yes. Hes quite sure that his opinion is indisputable fact.
Too many trolls who have no clue what they are talking about, too little time.
Carlos Jailbird Ghosn? I’m stealing that one.
Of the four cars I’ve owned, two have been sedans. Admittedly, one of them was a gift, but I still kind of miss my Concorde. Girlfriend is also a millennial, and she bought her first car, a Jetta, last year. She loves it; wouldn’t even consider a Golf.
Something like an Accord with a stick still strongly appeals to me, and if I were to buy a Civic Si, it would be the sedan. Then again, a sporty wagon appeals to me more, and I actively sought out a hatch when I bought my Mazda 3 last year for its practicality in stowing bulky cargo – brought a barbecue home in it two days ago. My last barbecue I brought home in my Miata, and that was far more difficult.
I’ve owned two sedans. First, a ’78 Audi Fox, followed by a one of 3,499 ’68 Pontiac Bonneville. And I sold that in 1985.
GM is crap. Case closed…..
You need professional help. Case closed.
“Whether or not younger buyers are more predisposed to consider cars over crossovers is largely irrelevant if they aren’t actually buying them.”
That pretty much sums it up. Car sales are in the tank, and all the trolling by head-in-the-sand crowd isnt going to change that. If it weren’t for rental fleets, many more cars would be dead and forgotten by now.
Exactly John Taurus, this dated April 5, 2019 from MEMA (Motor & Equipment Manufactures Association) “Nissan’s total fleet share was 36% most of that volume went to RENTAL LOTS”!
Automakers with high exposure to overseas markets are still pushing their sedans hard as global vehicles. They’d still rather sell you a crossover (light truck) in North America, though.
Nissan dealers in these parts might as well turn away any carrier with anything but a Rogue on it.
I have noticed in my area if I see a used vehicle with a sticker on it from a dealer that doesn’t carry that brand, it’s always a CUV.
(example – Nissan Rogue Sport with the local Toyota dealer’s badge on it)
Dealers are starting that trend by not bidding at auction on any sedan that isn’t from the brands they rep.
The market for used crossovers is very healthy, I don’t blame dealers for wanting product they’re sure they can sell. I personally would prefer buying a used car from a dealer that sells them new as well. I would rather take my car in for servicing to the guy I bought it from
Lie2me – I shopped for a used car at a new car dealership several years ago, the prices of used were within a couple thousand of new! Duh!
Sounds like that dealership was a bit proud of their used car inventory
Give me a better product with enough interior space for 4 comfortably and luggage, handling (cornering ability), braking, comfort, and power being my desires. Towing a trailer of a few thousand pounds would be good as well. I want more options to choose from, be they mid-size or large sedans that prioritize handling or SUV/CUVs that do the same. Sedans have obvious advantages. CUVs have the potential advantage of cargo space (frequently not realized in the ‘sporty’ ones) and the advantage of easy ingress, with the obvious penalty of a high center of gravity and the requirements of the suspension and nannies being able to bend the laws of physics to keep them from rolling over.
I would prefer a mid-sized station wagon, but since those options are limited, maybe a bigger hatchback? Also limited. That leaves sedans and SUV/CUV options, which in my mind, aside from a couple notable (expensive) options, don’t do much well aside from comfort. I don’t care about screens.
In the past, as sedan could perform all of these funtions, including pulling a trailer. Now we have EcoSports. Maybe the new Explorer in ST trim will be good?
If someone builds this at a reasonable price point, be it a sedan or a low SUV, I suspect people would buy them. Maybe not.
“Son, you’ll take our old hand-me-down sedan and like it, because your mother and I are getting a spiffy new crossover”
Hmm, I guess millennials really do like sedans, because they’re FREE”
@Lie2me–You hit the nail on the head. The operative word is “free” or “cheap”. To most millennials it is just a mode of transportation and nothing to get excited about especially when you can barely afford transportation paying off student loans and many living with their parents. Give them some more time when they get a stable job, get married, and have a family and then you will see them change. My first car was a 4 door Chevelle which I drove for a few years after college. Chevelles, Darts, Cutlasses, and etc were as common place in the 70’s as Corollas, Civics, Hyundais, Kias, and other like cars are today.
My DD is a sedan but I think a crossover is in my future. Over 40 now and the bending into the sedan frankly hurts :(
This is probably the biggest reason for the popularity of crossover with people of a certain age, ease of access
Yeah, ya get too old with bad hips, knees, back and shoulders it gets too hard to get up into one instead of just turning and flopping in butt first!
In the 90s my Dad nearly bought a 1st gen FWD Continental from a gentleman he worked with, a guy who was nearing 60. He was ditching his Continental for a Pontiac Transport Montana.
I should have been able to read the writing on the wall.
43 and I daily a Fiesta ST. Sometimes my back hurts a bit, but not like my soul hurts when I have to drive my wife’s Santa Fe.
I just got back from a business trip that involved about 700 miles of driving and my rental was a Hyundai Santa Fe. What a hateful vehicle that I wouldn’t spend a dime of my own money on. While it was certainly roomy, easy to get in and out of, and seemed to be well built, it was gutless, the transmission was a herky-jerky mess and fuel economy was uninspiring to say the least. Biggest gripe? Hard as hell to see over my shoulder when merging in city traffic because all the windows got progressively smaller as they went back due to the “rising slope” body style.
I checked out pricing when I got home and at least it’s relatively cheap by today’s standards, and you can’t beat the warranty for sure. Just opt for the turbo motor if you’re spending your own money, or buy a nice sedan.
It was unfortunate when they dropped the turbo motor, with a handsome facelift to dull the blow
If Santa Fes had more power they’d be pretty nice, same with Rogues
I am one of those many who have abandoned sedans for crossovers for the reasons stated above plus having a rear that opens wide enough to get larger items in and more room. Most sedans have been ruined by the sloping roofs, small windows, mail slot trunks, and harder ingress/egress. The styling of the sedans look good but they are hard to live with if you are a senior. Millennials on the other hand are more limber and many don’t have the the money to buy new and sedans can be less expensive due to being less popular. If sedans were more expensive then the Millennials would buy a less expensive vehicle.
Jeff S is spot on. I hate the gunslit windows and overall claustrophobic feel of so many modern sedans. Belt lines are way too high. Getting in an out is also a chore. Sure it was a chore when I was 22 and drove a Prelude, but I don’t bend as easily anymore 30 years later. I tend to hit my head or bang my knees getting in and out of sedans.
My CX-5 holds more people and stuff than comparable sedans, gets decent MPG, isn’t absurdly slow and handles just fine really. Visibility is excellent.
The only thing Sedans have going for them is that nobody wants them so they are cheap on the used market. Met a friend on Thursday that had a nice lightly used Regal turbo, paid 10k for it. That’s a lot of car for the money.
Lots of Sentra sedans on the road around here.
Seems that a fair number of North American budget shoppers are indeed taken with the “little Maxima” look, perhaps convinced that the cubic footage of a Sentra trunk makes it a clever substitute for those silly crossovers.
Trouble is, it only takes one 48″ TV or baby exersaucer to illustrate the limitations of a sedan. And it only takes one look at the 1927 Ford Model A Wagon to realize that compact crossovers are not a silly fad. They are the old normal.