John McCormick

Detroit cars still in teens' daydreams

"Dad, would you buy me a Camaro?" Before I could muster an answer to my 17-year-old daughter's question, she spotted a new Ford Mustang. "That's a cool car, too," she said, as I drove her to school one morning.

There followed a brief and poorly received lecture from me on why a powerful rear-wheel-drive sports model is probably not the best choice for a teenager's first car. Further efforts to ascertain what makes the Mustang and Camaro "cool" in a 17-year-old's opinion did not reveal much.

But the conversation left me pondering what it is that attracts new young drivers to certain cars or vehicle types. And I wondered how one can channel that enthusiasm for driving into a slightly more practical vehicle choice without taking the fun out of the whole experience.

Priorities baffle parents, industry

Clearly, teens' priorities have little relation to the rational factors older consumers consider when shopping for a car. Marketing departments and advertising agencies fall over themselves to figure out what makes teenagers prefer one product over another. Like me, I suspect they rarely realize the truth, partly because it seems so unlikely. For example, my younger teenage daughter said recently that the only important thing to her about a new car was whether it had XM satellite radio. What about anti-lock brakes, airbags, or engine specifications? Not interested, but of course an iPod input is critical and there is a general prescription that a car has to be "good on gas."

Not surprisingly, design is a critical component in a young driver's mind. A car has to look "new, shiny and sleek," I am told. That last descriptor rules out the so-called "box car" category, models like the Scion xB. Ironically, these were designed to appeal to younger consumers but have ended up attracting a much older, often retiree demographic. So what sort of design does turn a teenager's head?

Top of the list is usually the Lamborghini Gallardo, the Italian supercar rappers love to mention but can never pronounce properly. A Gallardo as a graduation present for a teen driver? Not likely to be seen around these parts but perhaps the offspring of those out of control Wall Street financiers will be enjoying such a gift.

When I asked my older daughter to put aside dreams of Camaros and Mustangs for a moment and suggest a more practical first car, the answer was revealing. "Well, I suppose it has to be a Honda, you know a Civic or Accord," she conceded in a somewhat resigned tone.

Hope for the future

A scan of a high school student parking lot does confirm that Hondas, Toyotas and other Asian cars are prevalent, along with a sprinkling of older SUVs. Indeed, most publications' lists of recommended cars for young drivers focus on Asian models.

Consumer Reports, for example, lists the expected candidates such as the Toyota Camry and Corolla, and Honda Accord and Civic, plus the Mazda 3, Subaru Impreza and Forester and various Korean offerings, such as the Kia Optima and Hyundai Sonata.

Detroit brands receive scant recommendation from Consumer Reports, except for Ford, whose Focus, Fusion and Mercury Milan all make the list.

While that may not sound like good news for struggling Motown automakers, the fact that the cars my daughter and her peers really want to drive are Camaros and Mustangs does show there is hope for the future.

John McCormick is a columnist for Autos Consumer and can be reached at john.mccormick@detnews.com