1. Why do automakers have to adapt their strategies to attract the Millennial market?
2. Describe some of the differences between Millennials and previous generations regarding vehicle ownership.
3. What happens if automakers cannot sufficiently attract the Millennial market?

Millennials include consumers who were born between the early 1980s and the early 2000s. Automakers are finding that Millennial car buying habits are differing from their predecessors. Millennials are beginning to reject the car culture in favor of public transportation, bicycling, and alternative services such as the car-sharing service Zipcar. Millennials are voicing their concerns for the environment and want more sustainable vehicles. By 2025, automakers will be forced to implement fuel efficiency standards of 54.5 miles per gallon (MPG). Automakers are finding that Millennials do not want to wait that long. With fewer Americans bothering to receive driver’s licenses and even dubbing it “not cool” to purchase a car, automakers have to rethink their approach when developing vehicles.