Introduction
The Ebbon Intelligence team is a pretty wide ranging group when it comes to age, encompassing everyone from Boomers to Gen Z. When we started reading and sharing recent publications on the generational divide in car buying behaviours, it sparked a debate as to how big a divide this actually was and conversely how much commonality there was between our car buying behaviours.
We decided this was interesting enough to merit further investigation, so from extensive desk research to putting boots on the ground at various dealerships around the country, we sought to understand where the gaps really were and what drivers were being attributed to generational differences but may in fact be more wide ranging. This report is the summation of our research so far, which is ongoing.
All Change
For years, marketers and analysts have leaned heavily on the concept of generational segmentation to explain differences in car buying. Gen Z is seen as digital natives obsessed with connectivity; Millennials are depicted as cautious, debt-averse buyers; Boomers are positioned as traditionalists loyal to petrol-powered vehicles. But increasingly, these distinctions are proving more symbolic than substantial.
In reality, the process of buying a car has undergone a profound and relatively uniform transformation, regardless of age bracket. From 18-year-olds buying their first car to retirees replacing their last, today’s consumers navigate remarkably similar journeys: digital-first research, blended online-offline interaction, demand for transparency, and an insistence on convenience. In other words, it’s not that different generations are buying cars differently, it’s that the way we all buy cars has changed. And it’s this we need to pay attention to.
1. Digital-First Research: Now the Norm for Everyone
Across the board, today’s car buyers begin their journey online. According to Experian, 80–90% of consumers now start their car search through digital channels, with Gen Z and Millennials slightly ahead of the curve (89%), but Boomers close behind at 66% [1][2].
What’s changed isn’t just the tool (online versus printed guides), but the centrality of digital research in shaping decisions. As Charles Isles, Head of Product at Ebbon Intelligence, notes:
“Research has shifted upstream, regardless of age, people want digital-first clarity before showing up.”
In earlier decades, buyers might have visited multiple dealerships or browsed physical classifieds. Now, the journey begins, and in some cases, ends, on a screen. The digital layer has become the foundation of the decision-making process, not an optional convenience. What we’re seeing is not a generational gap, it’s a behavioural convergence driven by technology-accessible research.
2. Convenience and Omni-Channel Expectations Are Age-Blind
The expectation of a seamless buying experience is no longer confined to younger audiences. While Millennials may have driven early demand for click-and-mortar solutions, the desire for smooth, flexible, omni-channel interactions now spans all generations. A 2024 study from Urban Science found that omni-channel expectations are rising across all age groups, with physical dealerships expected to support digital tools, and vice versa [3].
Auto Trader’s insight reveals that while 63% of Gen Z value smartphone connectivity in their vehicles, convenience and simplicity dominate across all age brackets [4].
Steve Larkin, MD at Ebbon Intelligence, confirms this shift:
“We’re seeing universal demand for seamless journeys; preference for convenience is no longer tied to generation.”
Put simply, car buyers of all ages want the process to be frictionless, whether that’s browsing stock, arranging test drives, or sorting finance. What once defined a generation boundary now defines shopper behaviour.
3. The Role of the Dealership Is Still Central
Despite assumptions that younger buyers avoid traditional dealerships, nearly half of Gen Z still value the in-person experience [3]. Dealership visits remain a pivotal part of the final decision-making phase, not just for older generations but for younger ones too. Whilst there are changes in what actually happens at the dealership, with test drives becoming less common, value is still placed on seeing the car in the flesh before the sale completes.
Charles Isles emphasises this continuity:
“The dealership remains the culmination of the journey; no matter who the buyer is, they still prefer to see the car in the flesh before they sign the purchase agreement.”
The showroom is still where trust is earned, options are confirmed, and contracts are signed. This consistency in behaviour across generations highlights a broader truth: while expectations may be evolving, the fundamentals of reassurance and human interaction remain universally important.
4. Finance and Transparency: Everyone Wants It Simpler
There is a longstanding belief that Boomers are comfortable with finance, while Gen Z and Millennials avoid debt. But this overlooks a more pressing reality: buyers of all ages are frustrated by complexity, jargon, and opaque terms. Digital Dealer research shows that across demographics, transparent, digitised financing is now a key factor in dealership selection [5].
Simon West-Oliver, CCO at Ebbon Intelligence, captures the mood:
“Everyone’s tired of traditional financing labyrinths, solving that bottleneck is a universal need.”
Whether it’s shorter forms, real-time approvals, or pre-configured online quotes, fast and legible finance is no longer a generational differentiator, it’s a baseline expectation.
5. Confidence Gaps Reflect Experience, Not Generational Behaviour
Confidence levels in areas like negotiation and EV adoption do vary between generations, but these gaps are better explained by exposure and familiarity than by fundamental behavioural differences. The Motor Ombudsman reports that only 16% of Gen Z drivers feel confident negotiating car prices, compared to 39% of Boomers [6].
Yet these disparities are narrowing as information becomes more accessible and digital tools (e.g., automated pricing comparators, finance calculators) reduce the need for traditional negotiation skills.
The more relevant trend isn’t the difference in confidence, but the fact that all generations are adapting to the same digital-first context, and gaining skills accordingly.
6. Vehicle Features Reflect Preference, Not Process
It’s true that Gen Z buyers prioritise in-car tech like parking sensors, dash cams, and smartphone integration more than older generations [4]. But this points to evolving product preferences, not a fundamentally different buying journey.
While older generations may have begun their journey without these tech requirements, they’re now catching up fast, and expectations are rapidly aligning. Tech-savviness is increasingly universal, and with the average age of the UK’s online shoppers hovering around 50, it’s clear that digital familiarity is no longer age-bound.
7. Ownership and Access: A Shifting Model Across Ages
There’s a narrative that Gen Z are “keyless” and uninterested in car ownership. But this interpretation often overlooks financial barriers. Rising vehicle costs, especially for EVs and highly specced used cars, have simply made traditional ownership models less accessible to younger buyers [4].
In fact, younger buyers now spend more on their first vehicle than previous generations did; a reflection of heightened expectations around features and connectivity. What’s more, alternative models like subscriptions or shared access are gaining appeal across all age groups, particularly among urban dwellers and those downsizing later in life.
Conclusion: The Real Shift Is in the Process, Not the People
To understand car buying in 2025, we must stop focusing on generational silos and start examining the shared customer journey. From research habits to finance expectations, from showroom visits to tech preferences, the car-buying process has changed more than the people within it.
Yes, there are variations in product interest and confidence levels. But the underlying structure of the journey, from digital discovery to seamless transactions, is now consistent across the board.
Steve Larkin puts it plainly:
“It’s not a Gen Z thing or a Boomer thing—it’s a car buying thing.”
Strategic Takeaways for Dealers and Marketers
- Design for behaviours, not birth years. Segment by journey stage or decision need, not age group.
- Make financing easy and digital. Everyone hates paperwork.
- Keep the dealership relevant. Physical visits matter, but they need to be value-adding and efficient.
- Educate digitally. Close confidence gaps with transparent tools and smart content.
- Invest in omni-channel integration. Don’t assume only Gen Z cares about seamless transitions between mobile, desktop, and showroom.
References
- CBT News. (2023). Experian Report Highlights Generational Shifts in Car-Buying Habits. https://www.cbtnews.com/experian-report-highlights-generational-shifts-in-car-buying-habits-kirsten-von-busch/
- Experian Automotive. (2023). State of Automotive Finance Report Q4.
- Urban Science. (2024). Future Automotive Sales: Adapting to Gen Z Car Buying Trends. https://www.urbanscience.com/insightlab/future-automotive-sales-adapting-genz-car-buying-trends
- Auto Trader Insight Blog. (2023). What Are Gen Z Looking For From Their Cars? https://www.autotraderinsight-blog.co.uk/auto-trader-insight-blog/what-are-gen-z-looking-for-from-their-cars
- Digital Dealer. (2024). Generational Differences in Car Buying: What the Data Really Shows.
- The Motor Ombudsman. (2023). Generation Gap in Car Confidence Amongst UK Drivers Revealed by New Research. https://www.themotorombudsman.org/press-releases/generation-gap-in-car-confidence-amongst-uk-drivers-revealed-by-new-research-from-tmo
