A recent study by MaritzCX surveyed vehicle customers to understand the demographics of people buying different kinds of cars. The study found that Generation Xers in particular are flocking to the Ford Explorer Sport, Ford’s mid-size SUV. The Explorer is the most popular mid-size SUV in American among Gen Xers, and in fact is more popular with them than every other car in the segment combined.
There are a few reasons for the Explorer Sport/Generation X correlation. The study also found that the Ford Explorer Sport is most commonly bought by customers with an average household income of $175,000, while most mid-size SUV buyers have household incomes of around $112,000. This reflects the exclusivity and high quality of the Explorer Sport and may indicate that Gen Xers, the generation born from 1965 to 1978, tend to earn more than other age brackets.
The Explorer Sport only debuted in 2014, but since then it’s pulled an impressive 15% of total nameplate sales. According to the study, only 23% of SUV buyers are Gen Xers, but 40% of those SUV buyers go for the Explorer Sport.
Furthermore, only 17% of non-luxury mid-size SUV buyers classify themselves as “specialty professionals,” but around 25% of Explorer Sport buyers do. Explorer Sport seems to be earning itself a reputation for being a higher quality vehicle than others in the segment.