The Road Ahead: Gen Z’s Impact on Auto

Explore how Gen Z is redefining car ownership with new expectations around digital integration, practicality, and brand purpose.

Collage Group’s latest Auto Category research helps brands decode the cultural and demographic shifts transforming the automotive landscape. It spotlights a key consumer segment driving trends in the space. By layering identity factors—like race, ethnicity, generation, and gender—onto consumer behaviors and attitudes, the series reveals how different segments approach car ownership, brand loyalty, and the path to purchase. With these insights, brands can activate more inclusive, culturally fluent strategies that resonate with today’s diverse consumers.

This report explores how Gen Z redefines their relationship with cars, bringing fresh expectations shaped by their digital lives, values, and financial realities. As one of the most diverse and dynamic generations, Gen Z is pushing auto brands to rethink what matters most.

Keep reading for The Big Picture, and download an excerpt of the report to learn how your brand can connect with Gen Z drivers and passengers of the future.