But youth has also injected a number of what Zarrella called "new values" into the equation. "These customers want their vehicles to project their personality or nourish their lifestyle choices."
Zarrella said GM has identified a "variety of psycho-graphic categories that capture these desires."
The first is what GM calls "Just For Me." These are people who want personalization and reconfigurability. "In a sense," Zarrella said, "they want to put their own brand name on their vehicles."
A group that Zarrella called 'Techno-Crazy" wants the latest technology, the ability to upgrade with the latest plug-and-play devices and stay connected, and leading-edge design.
The "Outdoor Activity" folks want a durable, go-anywhere, high-function vehicle?"a toybox that can quickly adapt to their current activity."
Zarrella said there's also an "Upscale Youth set, a growing class of younger buyers who are moving up the career ladder quickly with some money in their pocket. They respond to authentic brands, refined styling, and superior all-around performance."