A study on car culture revealed millennials regard Mercedes-Benz as the top luxury car brand and Toyota as its best non-luxury car brand. The study also showed the younger generation prefer luxury cars more, even if they do not necessarily have the money to invest in these.
For the third consecutive year, Toyota maintained its dominance over the younger market while Mercedes-Benz eclipsed Lexus in the previous' years rankings. The results were from a recent survey done via .
Seven of the 10 preferred car brands among millennials are luxury cars, even if they do not have the means to actually afford these. The poll revealed the younger generations' aspirations only and should not be seen as an assumption that they will become potential luxury car brand owners in the future. In comparison, older consumers picked out five luxury brands as its best among 10. These are Mercedes-Benz, BMW, Genesis, Lexus and Porsche, as per the .
"While maybe not a full-blown romance, the flirtation with cars as part of our culture is alive and well with younger generations," The Harris Poll's VP Joan Sinopoli said. "Millennials aspire to luxury, and this is nowhere more evident than in the automotive industry, where they are behind Mercedes-Benz's equity strength."
Aside from the car brand of choice, the study also showed millennials give value to the car audio equity best among all other features in a car's infotainment system. Top brands include Beats or Bose. They also dig up information on the cars they like on online sites like or .
The Harris Poll surveyed some 102,617 millennials from ages 15 and above around the different states. The poll defined millennials as born from 1977 to 1995. The poll also included 4,052 brands related to cars and each of the respondents picked 40 of their choices, as per .