Manufacturing Economy

Ever Hear About Generation X Buying Cars? Turns Out They Like Ford Explorer Sport

At least with one nameplate, Ford is actively pursuing what has become a somewhat forgotten demographic cohort for auto makers: Generation X.

New research shows that the Ford Explorer Sport—with stickers starting at about $45,000 versus the low $30,000s for a standard version of the vehicle—has the highest percentage of Gen X buyers of any non-luxury SUV in the United States, reflecting what the company calls a generational preference “for exclusivity and performance at a great value.”