More automakers trying to attract younger buyers at Detroit Auto Show

Luxury brands hope newer models catch the attention of young consumers

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DETROIT - A major industry trend is taking shape at the Detroit Auto Show. Automakers are increasingly offering small and more performance-oriented cars.

This especially holds true for the luxury brands, which are trying to appeal to a younger consumer.

Several brands unveiled smaller cars with better performance features, aimed at young buyers.

These new cars are a very different platform than the bigger sedans for which many luxury brands are known.

For example, Cadillac is launching its ATC Coupe, Lexus debuted the RC-F, Infiniti showed a variant of its Q50 midsize sedan, and Mercedes thinks the new and smaller CLA-Class will attract the younger generations.

"By luring them young, you can grow with them," says Alan Batey, head of General Motors North America.

"We need to find ways to attract younger clientele to the Lexus brand," adds a Lexus representative. 

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