The upcoming ’74’ vehicle registration has prompted a Censuswide poll of 1,000 UK drivers commissioned by The Motor Ombudsman. The survey revealed generational differences in consumer ‘Car Confidence’ when purchasing and owning a vehicle. These findings have been used to create a new Motor Ombudsman ‘barometers’ series showcasing yearly variations in attitudes among age groups.
With a wide variety of makes and models available, and cars often being the second most expensive purchase after a home, some consumers may find the car-buying process daunting. The research shows that almost three-quarters (71%) of Gen Xers are most likely to seek help from others, followed by around 67% of Gen Z drivers and Millennials (Gen Y), and 66% of Baby Boomers.
Regarding choosing the right fuel type for a car purchase, 84% of Baby Boomers feel that a petrol or diesel-powered model would best suit their needs, compared to 76% of Millennials and 73% of Gen Z drivers. However, when considering an electric vehicle (EV), around 50% of Gen Yers and Gen Zers are confident in adopting pure battery power despite some hesitation in forgoing an engine. Confidence in driving an EV falls to around 34% for Gen Xers and 21% for those aged 59 to 77.
Research plays a crucial role in the car-buying process, and it’s found that Gen Z relies more on social media for advice and tips on the latest products. However, misinformation on digital platforms affects the confidence of 10% of Gen Zers and 11% of Gen Yers when buying a car. In contrast, Boomers are less influenced by online platforms, with just 2% being affected by information published there.
When asked about areas where confidence may be lacking when buying a car, 84% of Gen Z respondents indicated that they would not feel confident negotiating on price with a salesperson. A similar sentiment applies to around two-thirds of Gen Xers and Millennials. In contrast, 39% of Baby Boomers are comfortable negotiating for a better deal.
When asked what would increase their “Car Confidence,” almost a quarter (23%) of Gen Z drivers expressed needing more information about the car buying process and selecting the right car based on their needs; this is in comparison to just 5% and 8% for those over 59. Additionally, almost a fifth (19%) of Gen Z drivers stated they need assistance finding a trusted retailer. In contrast, their older counterparts require less help identifying a reputable seller.
Apart from the car-buying process, the research revealed that basic car-care skills were less critical to the younger generation. 66% and 71% of Gen Xers are comfortable checking oil and tyre pressures, while only 40% and 42% of Gen Z feel the same way about these tasks.
Given their need for more confidence in performing at-home car checks and tasks alone, Gen Z drivers might be inclined to seek help from their parents. However, the research found that reliance on the “Garage of Mum and Dad” is diminishing, with 89% of Gen Xers expressing a lack of confidence in diagnosing and troubleshooting common car issues. Additionally, almost a third (30%) of Gen Xers agreed that modern cars must be more straightforward for the average driver to understand.
The study found that both garages and their mechanics are the trusted source of advice for all generations. Baby Boomers are the most reliant on their advice (57%), followed by Gen Xers at 47%. Furthermore, a third (33%) of Millennials and 31% of Generation Z respondents said they consult online videos and tutorials for information, compared to perusing in-car manuals and documentation supplied by vehicle manufacturers (29% for Gen Yers and 21% for Gen Zers, respectively).
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