Despite Gen Z’s late entry into driving and vehicle ownership, marketers have a plethora of avenues to explore until they are ready to make the leap. Understanding whether they actually want to drive and the kind of buyer they are today only begins to scratch the surface of this generation. Our latest Automotive Fandom Report kicks the tires and gets under the hood of what matters most to Gen Z.
This study included more than 1,600 survey respondents, in-person discussion groups, and social media research, with the aim of understanding generational attitudes towards driving, auto brands, and car purchasing.
Even though Gen Z is unable or unwilling to splash the cash on a new vehicle today, brands and marketers should consider planting the seed now to reap the rewards later.
Trust Issues
Surprising no one, Gen Z is weary and leery of traditional car advertising—yes, even the ones they see on social media. Our latest research shows that ads on TV, streaming platforms, and social media are among the least trusted sources of information when considering a purchase for this generation.
Gen Z tends to be less trusting overall than older generations, favoring direct access to what they perceive to be unfiltered, first-hand information and unbiased vehicle reviews from authoritative sources.
So, who do they trust? Near the top of the list is family, of course, with 31% of current Gen Z car owners saying family influenced their purchase decision. Compared to Millennials, Gen Z’s parents are three times more likely to pay for their vehicle. This is something to consider when strategizing how best to reach Gen Z buyers and their biggest influencers.
Ads that do breakthrough with Gen Z
But does Gen Z really hate all ads from all automakers? No, of course not! Using MarketCast’s Brand Effect advertising recall and resonance measurement, we looked at Gen Z’s most recalled auto ads over the last 12 months and found the following themes resonated best:
Subaru “Share the Love” ads highlight social responsibility and score big with Gen Z
Social Responsibility Themes
- Community initiatives
- Environmental protection
- Animal welfare
Honda’s “Forever Determined” ad told its historical underdog story
Heart-Warming Themes
- Feel-good stories
- Parent-child moments
- Dog and pets
Kia’s “Bird’s Eye View Sportage Turbo-Hybrid” ad combines comedy and adventure
Adventure & Comedy Themes
- Relatable adventures
- Comedic storylines
- Camping with family or friends
According to MarketCast Brand Effect, Subaru was the standout advertiser in that 12-month period, with 7 of the top 20 highest-performing ads in the automotive category among Gen Z. With an authentic, do-good, and excitingly relatable story, how can you not start to build trust with Gen Z?
Start ‘Em Young
Over half of this generation seemingly have an affinity for a manufacturer or particular model from a young age. Again, family plays a huge role in building brand loyalty, but that’s only one piece of the pie.
Here are a few ways that Gen Z have become aware of their dream vehicle.
Strategic partnerships and placement might seem like too much of a stretch or commitment, but consider what The LEGO Group has to say about cars and their role in the cognitive development of children.
“The passion for vehicles is pretty ubiquitous. It’s hard to find kids that don’t play with cars at some point,” says Elliott Linger, Global Head of Portfolio & Audience Development at The LEGO Group. “Play is hugely important as children are developing cognitively. Vehicles allow for simple, more tactile play – that build connections into the child’s real-world experience – this then evolves into storytelling and role-playing. They become a canvas.”
With The LEGO Group’s car-themed partnerships and products growing steadily, with strong sales among kids and adult fans alike, the company is now the world’s largest producer of rubber tires – albeit, really small ones.
Final Thoughts
Challenging though it may seem to get Gen Z behind the wheel, marketers can find ways to cut through the noise and skepticism as this generation continues to transition into the purchasing phase of their lives and adulthood.
Some food for thought:
To get the full rundown on Gen Z, contact MarketCast directly to get a readout of our Auto Fandom Report.
Click here to check out our first two installments, Part 1: Does Gen Z Want to Drive? and Part 2: What Kind of Car Buyer is Gen Z?