Millennials are fueling luxury car brands’ popularity. Mercedes Benz and Lincoln have both received significant pushes in their Harris Poll scores from Millennial demos; Mercedes Benz was even rated seven equity points higher by Millennials than the general public, reclaiming the Luxury Auto Brand of the Year award from Lexus. Seven of the top ten Millennial car brands are luxury brands. But since Millennials are less likely than other generations to actually own a luxury car, the brand affinity is aspirational only—for now. (MediaPost)
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