Gen Z's Evolving Relationship with Cars and Mobility

Auto Care ON AIR

Two automotive industry experts with the same name – Mike Chung of MarketCast and Mike Chung of the AutoCare Association – explore the fascinating evolution of Gen Z's relationship with cars and mobility in a data-rich, candid conversation that challenges conventional automotive industry thinking.
The conversation dives deep into how the pandemic fundamentally altered the formative years of those now aged 18-26, creating a generation with dramatically different expectations about transportation, ownership, and mobility. Unlike previous generations who viewed cars as essential symbols of freedom, Gen Z navigates a world with unprecedented options – from rideshare apps to electric scooters – making traditional car ownership optional rather than mandatory.
Economic factors weigh heavily in this shift. We explore how supply chain disruptions, skyrocketing vehicle prices, and increased living costs have pushed car ownership down the priority list for many young consumers. Yet paradoxically, automotive content thrives in unexpected digital spaces. Gen Z consumers engage with car culture through novel channels, including watching live dealership negotiations on TikTok – content that previous generations would find mundane but that resonates deeply with digital natives.
The discussion provides valuable insights into evolving research methodologies. Traditional focus groups are giving way to online sessions where Gen Z participants feel more comfortable expressing authentic opinions. Social listening has become crucial for identifying micro-conversations that reveal emerging trends before they surface in formal research settings. For automotive brands targeting this demographic, success hinges on authenticity, distinction, and creating meaningful experiences rather than relying solely on traditional advertising approaches.
What emerges is a portrait of a generation that hasn't abandoned automotive enthusiasm but expresses it differently. For industry professionals, understanding these shifts isn't just academically interesting – it's essential for developing meaningful connections with the consumers who will shape automotive's future.

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Chapters

1. Introduction to Auto Industry Data Trends (00:00:00)

2. Mike's Background and Automotive Passion (00:03:25)

3. Gen Z's Unique Automotive Perspective (00:10:04)

4. Pandemic Impact on Car Ownership (00:15:57)

5. Market Research Methodology for Gen Z (00:21:30)

6. Tesla's Rise and Fall with Young Consumers (00:29:51)

7. Experiential Marketing and Social Media Impact (00:35:58)

8. Car Fandom Research Insights (00:44:53)

9. Jaguar Rebranding and Automotive Storytelling (00:49:49)

10. Personal Car Experiences and Closing Thoughts (00:55:37)