Buying a car is a massive decision, and for Gen Z, born between 1997 and 2012, the preference leans heavily towards in-person shopping. Surprisingly, this generation is the most hesitant to buy cars online, with a recent Cox Automotive survey revealing only 9% of Gen Z buyers opt for online purchases, significantly lower than millennials (16%), Gen X (13%), and baby boomers (11%).
But what’s behind Gen Z’s reluctance to embrace online car shopping, and could it actually be a more astute approach? Let’s explore some compelling reasons and the distinct advantages of purchasing vehicles offline.
Gen Z values personal interaction and trust.
While often depicted as digital natives, Gen Z also deeply values authentic connections and meaningful interactions. They seek to engage with individuals who understand their priorities and share their perspectives, which is why they gravitate towards dealerships and salespeople offering personalized guidance over impersonal websites. Building trust in both the seller and the vehicle is paramount, and this is best achieved through tangible experiences like seeing, touching, and test-driving a car, alongside direct, face-to-face Q&A sessions.
Gen Z wants to test drive and inspect the car before buying.
The perceived convenience of online car buying often masks potential pitfalls and uncertainties that can be easily overlooked. Critical aspects like a car’s true performance, its tactile feel, and the presence of subtle defects are best assessed through hands-on experience and close personal inspection, not just relying on digital representations. Gen Z understands these risks and prioritizes the ability to personally test drive and thoroughly examine a vehicle to ensure it aligns with their specific needs and high standards.
Gen Z likes to negotiate and haggle.
As a generation that has navigated the economic landscapes of the Great Recession and the COVID-19 pandemic, Gen Z exhibits remarkable financial acumen and a knack for savvy budgeting. They excel at saving and are adept negotiators, seeking the best possible value. The often rigid, non-negotiable pricing and opaque fees associated with online car purchases are unappealing to them; instead, they prefer the offline environment where direct negotiation can lead to beneficial discounts, incentives, and personalized perks.
en Z enjoys the car buying experience.
For many, acquiring a vehicle transcends a mere transaction; it’s a significant life event, a memorable milestone often shared with loved ones. Gen Z embraces this experiential aspect, enjoying the process of exploring various models, comparing features, and deliberating over choices. The joy of sharing their car-buying journey and seeking input from friends and family is a crucial element that online platforms often diminish. This personal touch adds a layer of satisfaction that online purchasing can’t replicate.
While online transactions dominate many aspects of life, Gen Z’s preference for offline car purchases highlights a discerning approach to significant acquisitions. This inclination offers tangible benefits like direct human interaction, the ability to build trust, hands-on test drives and inspections, and the power of negotiation, alongside the inherent enjoyment of the shopping experience. Gen Z’s savvy decision-making process suggests that opting for in-person car buying can indeed lead to securing a superior vehicle and a more advantageous deal.
