So it turns out Gen Z is less interested in driving and car ownership than any generation that came before it. They are getting their driver’s licenses later and driving less miles.
Read the comments of The Washington Post article to get a sense of the change happening in culture. My generation, plus those of my parents and grandparents, view cars as freedom. Some in Z view them as “shackles.” Debt, rising insurance costs, anxiety, environment–it’s all a part of that viewpoint.
So before my car dealership clients and friends throw their hands in the air, two points:
First, somebody is going to be buying cars. And not just older customers. I live in a rural area. I can assure you that the “Zoomers” I know are for the most part excited about their first car.
Second, if the market is shrinking, buyers will have more leverage to be selective about where they are taking their business.
What are you doing right now to be their first choice?