Elusive But Essential: Discerning Gen Y, Luxury Buyers

There are 60 million of them. Many will be getting a driver's license in a few years. And they don't trust marketers.

Gen Y is going to be a tough generation to woo, said Mark McNabb, vice president of marketing for New Jersey's Mercedes-Benz USA LLC. McNabb was part of a J.D. Power Luxury Roundtable at the recent Orange County Auto Show in Anaheim (for scenes from the show, see page 16).

"This generation is really phenomenal," he said.

They are research savvy data junkies, he said, using his own teen daughter as an example. She's on the phone, watching TiVo, instant messaging and studying for a test-all at the same time.

"These guys are so good at multitasking," he said. "We're going to have to figure out how to talk to them.

"They don't trust marketers, but they do trust each other. They're conditioned to ignore advertising."

Youth need customization, he said.

"That's what's going to make or break a new product," McNabb said.

Werner Escher, executive director of domestic and international markets for South Coast Plaza, also was on the panel. Here are some of his thoughts on the luxury shopper.