From leather-clad steering wheels to star-lit roof linings, British automaker Rolls-Royce is known for its extensive range of bespoke customisations. But the company is taking the personalisation process to a whole new level with its Black Badge collection, aimed at a younger, edgier consumer.

A car seems to be just another one of the things Gen Yers won’t be able to afford, with studies suggesting that they don’t want one in the first place. Cadillac is now attempting to get car ownership back on their wishlist with its campaign for the new XT5 SUV crossover car.

Car experts think that Europe is already experiencing 'peak car'. With smartphones and the internet offering young people freedom, renting rather than owning feels more appropriate to free-wheeling Gen Y. Could Audi’s sharing scheme signal a turning point in the industry?

The desire to own and drive your own car used to be a life-defining characteristic for young Brits – but its importance is fading. And it’s the same case in other countries too, from the US and Germany to Japan and Australia. But why? And how is the car industry responding?