DETROIT — Young, educated and upwardly mobile, Kristin Winn represents the ideal target for automakers trying to reach young buyers. Ms. Winn, a 24-year-old technician for an ophthalmologist, says she plans to replace her nine-year-old Chevrolet Cobalt this year.

She says that she would like to buy a new car that has the latest technologies, like hands-free calling, but that it’s not likely to happen considering the cost.

“I’ll probably buy used,” said Ms. Winn, who is from Ann Arbor, Mich., as she admired the Mercedes and Cadillac exhibits at the North American International Auto Show last week. “I plan to go back to school, so I have to keep that in mind.”

Automakers have been in a race in recent years to woo the most coveted, if elusive, sector of the car market: younger buyers. They have restyled cars, creating sportier versions that are more environmentally friendly, and loaded them with the latest dashboard technology. But despite these efforts, young buyers like Ms. Winn still say that price and fuel economy are the most important factors in deciding what to purchase.