Understanding the Gen Z Car Shopper

There are a lot of assumptions about Generation Z. Those born between 1997 and 2012 are generally thought to be hyper-online and at the leading edge of consumption trends.

But when it comes to buying a car, Gen Z is much different than the stereotypes portrayed on social networks. In a recent survey, CDK Global asked over 1,100 people of all ages, including Gen Z shoppers 18–25, about the car-buying experience. The results found that Gen Z can be more thoughtful, spending more time weighing decisions, but they also found the car-buying process more difficult than any other age group and were least likely to recommend their dealership experience.

  • 81% of Gen Z shoppers want to take their time to understand all of their options when purchasing a vehicle
  • Gen Z wants more expert guidance from sales representatives than any other generation
  • This group is also least likely to recommend their dealership experience to a friend
  • Gen Z was more frustrated by added fees than any other generation

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