Conventional wisdom says they prefer smartphones but a new study finds Millennials are also "passionate" about their cars.

A new study challenges the conventional wisdom that younger buyers just aren’t all that interested in buying a new vehicle.

They are surprisingly “passionate” about cars – but to get those under 25 into their showrooms, makers must deliver vehicles that stand out from the crowd, contends a study by J.D. Power and Associates.

“This age group really is passionate about vehicle ownership,” says Arianne Walker, senior director, automotive media & marketing at J.D. Power.   “Not only do they enjoy driving but they also see their vehicle as a reflection of their identity.”

The survey’s findings stand in sharp contrast to what has become conventional wisdom in recent years: that Millennials are more interested in smartphones and other digital technologies than they are in cars.  Another recent study by the University of Michigan Transportation Research Institute found that young buyers are a key reason why there’s been a sharp rise in the number of carless households in the U.S. in recent years.

But while there are many young drivers who would rather invest in smartphones than cars, the new J.D. Power report reveals that buyers under 25 have represented a steadily increasing proportion of total retail automotive sales since 2009, and that those young drivers who purchase a new vehicle are enthusiastic about ownership.

(More and more American households are going carless. Click Here for the full story.)

“There is a lot of discussion today about many young consumers not having the resources, interest or even passion to own a new vehicle,” says Power’s Walker, who adds that not only does the new report counter that perception but show that Millennials “want to personalize their vehicle with options and features, and tend to view it as an extension of their personality.”

The annual Automotive Media and Marketing Report survey, conducted since 1987, provides a comprehensive strategic perspective on the factors that influence new-vehicle purchases, as well as attitudinal, lifestyle, recreational and media consumption behaviors.

(For more on Millennial motorists, Click Here.)

The latest survey finds that 33% of the young drivers who purchase a new vehicle say they “completely agree” that they like their vehicle to stand out from the crowd, while just 20% of new-vehicle buyers across all age groups say the same.

Nearly one in five drivers aged 25 and younger say they “completely agree” that others can tell a lot about them by their vehicle.  Among all motorists the figure is one in 10.

Nearly one-fourth 22% of young drivers say they “completely agree” they like to drive on challenging roadways with hills and curves, and 41% indicate they prefer a vehicle with responsive handling and powerful acceleration vs. the industry averages of 13% and 36%, respectively.

Young drivers, who now account for 6% of all vehicle purchases,  also take pride in ownership, with 29% indicating they wash and wax their vehicle themselves, compared with the industry average of 24 percent.

The survey also found that young motorists are more likely to lease or to sign on for longer loans than the typical car buyer.

The average lease penetration among young buyers has jumped to 23% in 2013 from a low of 13% in 2009. The average finance term for young vehicle buyers was 68 months in 2013, roughly 3 months longer than the industry average.  Longer terms are an effective tool to allow young buyers hold down monthly payments despite rising new car prices.

Walker says the attitudes and sentiments of young drivers about their vehicles have grown 6% more positive since 2009, reinforcing the fact that young drivers really do have an interest in new vehicles and are emotionally connected to the vehicle they purchase.

The 2014 U.S. Automotive Media and Marketing Report–Winter is based on a nationwide survey of 32,612 principal drivers of recently purchased or leased new vehicles. The report is based on drivers who acquired their vehicle between May 2012 and April 2013.

(Click Here to check out TheDetroitBureau.com’s complete coverage of the 2014 North American International Auto Show.)