74% of those born between 1995 and 2007 would buy an electric car and 69% would have no problem doing so online. 72% of digital natives like AI as a way to book appointments.
Quintegia’s Automotive Customer Study 2025 reveals a new player for the future of mobility: Gen Z.
The results of the annual study by the Treviso-based Centre for Studies and Research, presented during the last edition of Automotive Dealer Day – House of Mobility, overturn the approach to the world of four wheels and show how the ongoing technological revolution and the transition towards environmental sustainability are influencing the decisions of those born between 1995 and 2007. In fact, it emerges that digital natives and young drivers have a greater interest in electric and hybrid engines, are more open to online purchasing, appreciate the application of Artificial Intelligence and would use autonomous driving as a support. Furthermore, they have no preconceptions about new brands entering the market and would use web channels to manage services related to their cars.
PURCHASE CHOICES
Gen Z is looking to the future in the direction of plug-in hybrid cars, with 58% of respondents saying they are likely to purchase this type of engine for their next car, compared to 41% of other generations (based on a sample of 3,641 contacts). For digital natives, the willingness to purchase a car online (even after seeing it in person) is 69%, up from 65% in the 2024 edition of the Automotive Customer Study, compared to 28% of total respondents.
THE ROLE OF DEALERS
The study confirms the importance of dealers in consumer choices: 35% of buyers feel more like customers of the dealership, a percentage that rises to 79% if we also consider those who consider themselves equally customers of both the dealership and the brand. Personalisation based on needs and interests is important for 94% of customers, while 39% say they would like to receive clearer information among the areas for improvement. This percentage is down from 46%
last year.
The role of the dealer is also changing through digital tools such as Artificial Intelligence. 72% of Gen Z like AI as a way to book an appointment, with 27% also considering it very useful as well as enjoyable.
The perception is different among other generations, where AI is perceived as useful and enjoyable by 11%. Digital natives are also interested in booking cars online (57%), compared to 43% who would prefer to reserve them in person.
THE TREND TOWARDS ELECTRIC
74% of Gen Z respondents are inclined to purchase a pure electric vehicle, compared to 21% (a stable figure) of other generations. When faced with the prospect of an immediate transition to electric-only vehicles, 42% of all respondents would look for used vehicles with traditional engines, while 19% would purchase an electric vehicle without hesitation. Thirty-one per cent say they are unsure what to do. Fifty-eight per cent of those who say they are interested in battery electric vehicles (BEVs) believe that the next three to five years is the best time to buy an electric car.
WHY BUY USED
58% of used car buyers say that the good value for money they find is their main reason for buying. When evaluating brands, 29% only considered one brand before making their purchase. This is up from 20% in 2023. The percentage rises to 35% among premium car brand customers, compared to 23% of those who own generalist brands.
ESG SENSITIVITIES
Among ESG sensitivities, corporate governance stands out in particular. Customers report a sensitivity towards corporate governance of 79 points on a scale of 100, higher than social responsibility (75/100) and environmental responsibility (72/100).
EXPECTATIONS FOR THE FUTURE
While 44% of other generations would consider new brands for their next car, up 3% from last year, among digital natives the percentage rises to 74%. When purchasing a car, 51% would consider a subscription, a percentage that rises to 78% among post-millennials.
There is also a different perception of autonomous driving across generations. Gen Z would use it as a driving aid for 43%, compared to 28% of other generations.
Download the free demo from the study here.
The sample interviewed consists of people aged between 18 and 68, customers who are personally responsible for the purchasing process and who have purchased a new/km0 or used car from an official dealer.
The sample balances new customers (3,051 cases) with used car customers (590 cases).
To these should be added a sample of BEV Driver customers (177 cases), i.e. owners of electric cars who meet the same characteristics as the previous ones but who provided insights into their experience with electric cars, in addition to a sample of Gen Z early adopters (324 cases).
