Born into a fully digital world, Generation Z is emerging as a key demographic in the automotive market. Their car-buying journey starts online with configurators, virtual test drives, and influencer content, yet in-person dealership visits remain a crucial step in the purchasing process. This shift is driving investment in omni-channel strategies, highlighting the importance of blending online and offline experiences. As the first digital-native generation, Gen Z is rapidly becoming one of the most influential groups in the auto-buying landscape. Born between 1997 and 2012, this cohort has grown up with technology, influencing their preferences and expectations regarding major purchases, including cars. Gen Z values both authenticity and personal connections in their purchasing experiences, leading to a demand for an omni-channel experience that combines online research and in-person interactions.
Gen Z car buyers often begin their research online using various platforms to gather information before finalizing their purchases. Despite being the generation most immersed in online culture, they prefer to complete the buying process in-person at dealerships after thorough online research. Their desire for a click-and-mortar experience emphasizes the importance of maintaining physical touchpoints along their digital journey. According to a recent survey, 54% of Gen Z respondents indicated that owning a car is important to them, and they are willing to invest significantly more in their first cars compared to previous generations, prioritizing technology and connectivity over mere aesthetics. This younger generation's preference for omni-channel experiences has led auto dealers and manufacturers to invest heavily in digital transformation to create smoother transitions between the online and offline domains.