Survey reveals car buying confidence is low among Gen Z in the UK
New survey reveals car buying confidence is low among Gen Z in the UK: A survey commissioned by The Motor Ombudsman has highlighted generational differences in car buying confidence, with Gen Zs the least likely to feel self-assured when faced with this task. Eighty-four percent of Gen Z drivers surveyed felt uncertain when negotiating with a car salesperson compared to less than 70% of Gen Xers (68%) and Milllennials (67%). In contrast, 39% of Baby Boomers expressed confidence that they could secure a better deal through negotiations.
The automotive dispute resolution body conducted a survey of 1,000 UK drivers to gather insights into the car buying process across Baby Boomers, Gen X, Millennials, and Gen Z. The study also investigated each generation’s basic car maintenance skills.
Interestingly, the survey revealed that Gen X drivers were the most likely to seek assistance during the car buying process, with 7 in 10 (71%) reporting they would ask for help. This trend was consistent across other age groups, with 67% of Millennials and Gen Z, and 66% of Baby Boomers, likely to seek guidance.
The research also found that almost a quarter (23%) of Gen Z respondents expressed a desire for more information on the car buying process to help them choose the right vehicle. Additionally, 19% of Gen Z drivers said they would need to seek guidance in finding a trusted retailer. Both of these figures were lower for the other generations involved in the survey.
Bill Fennell, Managing Director of The Motor Ombudsman, said: “Our research and ‘Car Confidence Barometers’ have revealed an insightful generation gap, with younger drivers, on the whole, tending to feel less self-assured in their car buying and ownership decisions compared to their older and sometimes more experienced counterparts. It is clear that, while living in a world where so much information is at your fingertips, the sheer volume of content can be overwhelming. Helping to plug the generation gap with valuable motoring knowledge that will enable them to navigate their driving journey with independence and confidence is therefore crucial.”
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