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Will Generation Y Change How The U.S. Auto Industry Does Business?

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The U.S. auto market is on the cusp of a sea change.

The proliferation of digital technologies and the transition of Generation Y (or Millennial) customers into their prime new-vehicle buying years are defining a new era in the marketing and sales of new vehicles. And this shift will require automakers, dealers, and their support providers to make profound and lasting changes in how they do business.