Every generation approaches big purchases a bit differently. And that’s certainly true when it comes to buying a car. A new report published Friday on Cars.com showcases what each generation worries most about when it comes to cruising home in a new ride. And for the youngest generations of car shoppers, brand loyalty isn’t their biggest concern.
According to the report, older generations are most concerned with getting a fair price, but Gen Zers and millennials are more worried about choosing the right car than finding the right deal: 26% of Gen Zers and 24% of millennials called making the right choice their biggest concern.
Choosing the right car is important, and it’s usually easier when you head into the dealership with a make and model already in mind. But the youngest generation of car shoppers generally don’t do it that way. They certainly aren’t as brand loyal as say, boomers, who will never steer away from their beloved brands (hello, Ford pick-ups, Toyotas, and of course, Hondas).
80% of Gen Zers were undecided about the make and model they wanted, as opposed to 70% of older generations. Likewise, only 18% of Gen Zers said they cared about the brand/manufacturer, as opposed to boomers, who cared about it the most, at 31%.
Gen Z might not be set on brands, but they do have ideas about what they want in a car—with comfort a key component. 27% of the generation said comfort was of the utmost importance. And more than other generations, they value having Apple CarPlay/Android Auto. 11% cared about the feature, as opposed to 6% of millennials, and only 2% of both boomers and Gen Xers.
Things like longevity and reliability? They’re important, too, but they’re bigger concerns for boomers (37%) and Gen X (36%) than millennials (34%) and Gen Z (32%).
Of course, price matters to everyone, but Gen Z seems to understand less about what additional fees and costs are included in the final price of their car than older generations. Only 20% of Gen Zers say they know where those fees are coming from, whereas 24% of millennials say they do, 29% of Gen X, and 32% of boomers.
Somewhat surprisingly, most still prefer in-person experiences (regardless of how long it takes) for car-buying. That said, more Gen Zers than anyone are comfortable buying online: 13% of Gen Zers said they would prefer to buy online, as did 10% of millennials. Gen Xers and boomers can still be expected to show up in the showroom, though. Only 6% and 2%, respectively, would dare to click and buy.