Boomers Feel Ignored by Automakers in the Design of Future Vehicles

Forty percent of all car buyers are 60 years old and older, but the needs of these baby boomers are not being addressed by car designers, according to RDA Group's 2010 Auto-Ideation study. These unmet needs range from a desire for better fuel economy to improved safety features that would prevent such problems as unintended acceleration. The study compiled a list of 500 unmet vehicle needs.
Boomer drivers want vehicles with active safety features, good visibility and ease in entry and exit, the RDA Group study said. Instead, carmakers design cars that target the needs of the younger generation, which are seen as a more exciting market. However, there are more than 50 million people in the U.S. who are 60 and older.
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