Auto Remarketing recently took a look at trends revealed in the recent MTV study, “Millennials Have Drive,” that implies millennials might be more interested in the cars on your lot than you might think.

The first portion of the MTV study debunked myths left and right, showing millennials might be far more interested in vehicle purchases than the industry initially thought.

Next, the study touched on how dealers and automakers can target these younger buyers and keep them coming through the dealership doors.

MTV analysts encouraged the auto industry to “tap into their (Millennials') functional and emotional needs,”starting with how these younger folks engage with cars.

The study asserts that millennials actually engage with cars in a completely different fashion than earlier generations.

For example, while baby boomers may have considered the key to “success” to be independence, according to the study, millennials have added “individuality” to that list.

How does that apply to their auto shopping behavior?

“A car plays an integral role as young people craft the persona they want to show the world and can help them get where they want to be literally and figuratively,” the study reported. “Millennials are striving to reach the same milestones as previous generations, but faster and in their own way.”

And this may play a role in vehicle purchase time, as well. According to recent research from Cox Automotive, car shoppers want to be in and out of the dealership in 90 minutes or less.

And according to the MTV study, 73 percent of millennials get very annoyed when things don’t happen quickly, versus 49 percent of baby boomers and 65 percent of generation X.

Next up, MTV pointed out that millennials use their vehicles to “make their presence known in the world.”

Though reliability still plays a role in millennials choice of vehicle, 77 percent feel it’s important that their next car “makes them happy” and reflect who they are and their personality.

According to the study, 63 percent of millennials say it’s important their car helps them become who they want to be versus 50 percent of baby boomers and 24 percent of generation X.

For example, a young person who wants to illustrate their love for the environment through their next vehicle purchase may choose a hybrid or alternative-fuel vehicle to prove this point.

In fact, General Motors is already tapping into this well across all generations with its latest environmental initiative.

Lastly, the MTV study pointed out that perhaps one of the most important points for the auto industry to consider when researching millennial trends is the fact that most are not loyal to a particular brand.

In the words of MTV: “Millennials are up for grabs — there is no one brand ahead of another when it comes to getting millennials’ attention.”

Consequently, automakers are on a level playing field when it comes to this generation.

MTV suggested transparency throughout the buying process as one way OEMs can reach generation Y. Fair pricing and faster process are also high on the list.

Millennials also want to be able to customize their vehicle, or make it their own, according to the study.

“Millennials want flexibility to create customized interiors that best represent them. They want to play around with different looks via online showrooms where they can experiment (minus the sales people), see car companies seamlessly meld their phones into their cars, and continue to have a relationship with the car dealer where oil changes could earn points toward new floor mats or fog lights,” the MTV study concluded.