The demographic threat to Detroit's automakers

Walter McManus, Richard Senter, Richard Curtin, Michael S. Garver

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


The future of Detroit's automakers, even if they survive the current recession, looks grim. Cohort analysis of 24 years of US consumer household data suggests that the younger the head of the household, the more likely it is that the household automotive fleet includes foreign automakers vehicles. Furthermore, preferences for foreign vehicles increase slightly as heads of households age. A regression model confirms and extends this finding. The risk to Detroit automakers is that their US customer base is dying out.

Original languageEnglish
Pages (from-to)81-92
Number of pages12
JournalJournal of Targeting, Measurement and Analysis for Marketing
Issue number2
StatePublished - Jun 2009


  • Cohort analysis
  • Cohort effects
  • Detroit automakers
  • Life cycle effects
  • Market share


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