1. “Gen Z is car-averse.”

Actually… they’re just surrounded by better (and cheaper) alternatives.

For city-dwelling Gen Zs, the biggest barrier to car ownership isn’t disinterest - it’s simple economics. Between strong public transport, good bike infrastructure, and a world of on-demand options, owning a car often feels like paying extra for something they don’t need.

“It’s not really affordable right now... but also, I don’t feel the need. If I need a car for a trip, I can just rent one with an app.”

• Age 24, Italy

Owning a car used to mean freedom. Today, for many, it means financial constraint.

“Do you want to live on your own and figure out your transportation, or continue to live with your parents and have a car? It’s not affordable to have both anymore.”

• Age 26, USA

Still, the dream isn’t dead - it’s just delayed. 71% of European and US Gen Zers plan to buy a car in the future (GWI).

What brands can do: Don’t sell ownership. Sell access. Offer flexible car-sharing or subscription models that fit their lifestyles. Build relationships early through collaborations, brand extensions, or even driving school partnerships. So when the time comes to buy, your brand feels familiar.

2. “Gen Z wants wild innovation.”

Actually… they want practical gains, not gimmicks.

Gen Z loves tech, but only when it makes sense. Flashy features for the sake of flexing don’t land. Useful innovation does.

“Volvo stands out to me because their innovations are about safety. That feels real. Some of the others just feel like... features for the sake of it.”

• Age 25, Germany

They care about safety, reliability, and cost efficiency. Even sustainability - while important - often takes a back seat to affordability.

“I want to care about sustainability and drive electric, but I have to be able to afford it first.” — Age 21, USA

What brands can do: Cut the fluff. Highlight benefits, not buzzwords. Transparent pricing, built-in safety, and convenience-first features will win. Consider subscription models that bundle insurance and maintenance - as long as the value is clear and fair.

3. “They care about legacy.”

Actually… they don’t care about your heritage. Unless it comes with a good dose of nostalgia.

Gen Z doesn’t inherit brand loyalty from their parents. Prestige badges and family traditions don’t mean much when newer, lesser-known, or international brands offer better value.

“My family only ever drove Cadillacs, but I don’t care. I’ll buy what works for me.”

• Age 26, USA

But there’s one kind of “legacy” that still hits: nostalgia. Gen Z has a soft spot for 90s and early-2000s models - think boxy silhouettes, analog dashboards, and that sense of character missing in many modern cars.

“Back in the day, cars were just built different. The shapes, the designs, everything had more personality.” — Age 20, UK

What brands can do: For new brands: Lead with transparency, strong value, and everyday practicality.

For heritage brands: Don’t assume your name is enough. Reintroduce iconic models, remix old-school aesthetics, and tell stories that make your past relevant to today’s drivers.

4. “Gen Z ads just need the right vibe.”

Actually… they want real stories, not just a TikTok filter.

The aesthetic alone won’t cut it. Gen Z spots “try-hard” marketing instantly.

“Brands try hard to reach the younger generation, but they often lean too much into the TikTok aesthetic. It ends up feeling cringe.”

• Age 21, Netherlands

They want relatability and purpose.

“Show me why I should care. Show what purpose you could serve in my life, and what places you could take me. Stop showing mountain roads. No one lives there.”

• Age 26, USA

Campaigns that blend humor, surprise, and culture - like Kia’s zombie ad or Porsche’s collab with Dua Lipa - land because they’re entertaining and meaningful.

What brands can do: Tell stories, not specs. Show the messy, human side of driving: the late-night food runs, the breakup drives, the weekend chaos. Tap into cultural trends, humor, and nostalgia to keep it fresh.

5. “Gen Z’s relationship with cars is purely practical.”

Actually… once they buy, it gets surprisingly emotional.

For all the practicality in their decision-making, once Gen Zs get behind the wheel, the bond becomes personal.

“I vibe with my car. I need to, because I’m stuck with it for the lease. But honestly, I love it.”

• Age 25, USA _ “Driving is therapeutic. There are some really pretty parks where I live, and I love the curves in the road. It’s a very sensory thing for me.”_
• Age 21, USA

Cars become more than transportation: they’re safe spaces, playlists, and pieces of identity. Nearly half of Gen Z drivers in the UK apparently even give their cars names.

What brands can do: Keep nurturing the relationship post-sale. Offer easy upgrades, community experiences, and aftercare that feels personal. Encourage Gen Z owners to share their stories - because those authentic voices build stronger brand trust than any ad can.

In summary Gen Z isn’t rejecting cars; they’re redefining what they mean. Ownership isn’t dead; it’s delayed. Innovation is welcome, but only when it solves a real need. And the “right vibe” only works when it’s backed by authenticity.

The moment they step behind the wheel, the relationship becomes emotional, personal, and lasting.