4 Tips For Selling Cars to Generation Z
Posted on 1/29/2026
5 min(s) to read
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Now that Gen Z has entered the workforce and are establishing their careers, many of these adults are considering their first car purchase. What can car dealerships do to cater to this generation that will soon account for 75% of vehicle sales?
We've seen dealerships (and just about every other type of business) struggling to reach Gen Z with traditional sales techniques. This generation of buyers is anti-advertising and values authentic connections with the brands they buy from. How does this play into the world of automotive sales?
To help dealerships better understand this group, we gathered valuable insights into Gen Z car buyers and developed a strategy to reach these young car buyers.
Here are some quick facts about Gen Z:
- Born between the late 90s and early 2010s
- Make up about 20.2% of the U.S.population
- Spending power is expected to grow to $12 trillion by 2030
- 68% value personal vehicle ownership
There are two unique factors that set Gen Z customers apart from other generations: their buying habits and their values. From the way they shop and their preferred purchasing experience, to what they need and expect a dealership to deliver, Gen Z is breaking from tradition.
Gen Z buying habits
- Online first, in-person optional: This digital-native generation expects a comprehensive online shopping experience, but still wants the option to browse, test-drive, and complete the deal in person. 74% of Gen Z car buyers use social media during the shopping process, with the entire buying journey often taking place online.
- Research-driven: These shoppers spend a considerable amount of time researching their options before contacting a dealership. They browse online listings, product descriptions, social media posts, customer reviews, YouTube videos, and more to find what they’re looking for at a price that fits their budget.
- No loyalty: Many Gen Z shoppers have abandoned the concept of brand loyalty. Rather than search for a specific brand or manufacturer, they purchase products that reflect their own values, offer a convenient and streamlined experience, or are simply more affordable.
It’s also important to consider what Gen Z customers value—not just in a car, but in a dealership too. The dealership experience is almost as important as the car itself, and Gen Z buyers will take their business elsewhere if the buying process doesn’t meet their expectations.
Gen Z values:
What they want in a car:
- Safety and reliability: Above all, Gen Z drivers want a car that makes them feel confident and capable on the road. In addition to high safety ratings, automatic breaking, blind-spot monitoring, lane departure warnings, and other automated safety features are highly valued.
- Technology: Technology like driver-assistance systems, touch screens, AppleCar Play, and customizable interfaces are highly sought-after in Gen Z car buyers. They are looking for cars that offer seamless technology to make their driving experience more personalized, comfortable, and convenient.
- Eco-friendly options: Being eco-friendly is preferred, but not at the expense of practicality. Many Gen Z customers would like an electric vehicle and would be willing to make a larger up-front payment for the long-term savings on fuel. However, many EV models still remain out of their price range, and Gen Z (like all other generations) are hesitant to go fully electric due to infrastructure and range concerns.
What they want in a dealership:
- Transparency and honesty: Most Gen Z shoppers do their research independently online. They should be able to find clear pricing and comprehensive details about any vehicle they might consider. They’re more likely to work with a dealership that can offer the most information up-front, without having to contact a salesperson or visit a dealership.
- Affordability and flexibility: Financing, payment plans, trade-in bonuses, and other incentives play a major role in Gen Z’s purchasing decisions. Above all, these young car buyers are looking to get the most value out of their purchase.
- Efficiency and integration: A dealership’s website, app, or online presence should provide as much information as possible—as quickly as possible—to the Gen Z shopper as they conduct their research. Online platforms should reflect dealership inventory and allow these shoppers to discover as much information as possible before contacting the dealership.
4 tips to tailor the car-buying experience to Gen Z:
1. Use technology to add value
It’s no surprise that half of Gen Z car buyers made their purchase online. This generation grew up with access to the internet and user-friendly technology assisting them every step of the way. Not only do they expect your business to be online, but they’ve also grown accustomed to an intuitive, user-friendly interface for important information and helpful instruction when they need it. Think mobile-friendly websites, chatbots, real-time notifications, automatic status updates, and product information that’s easy to understand. In 2024, nearly 75% of Gen Z showed interest in AI-assisted shopping.
Gen Zers are always online and very self-sufficient, therefore an intuitive online shopping experience is right up their alley. However, implementing dated, confusing, or cumbersome technology will repel these buyers. Make sure the technology you employ is functional and useful above all else. If your website or app has limitations and can’t provide all the information, then clearly state where users can go to find answers and be prepared to help them.
An online presence can be very valuable if you have the resources to maintain it. Being active and accessible on social media is a great way to help customers—over 40% of social media users use social media for customer service. Additionally, online customer reviews and comments build credibility and demonstrate your customer service.
2. Build a robust, informative vehicle details page
Be as thorough as possible with the details on your listing so shoppers can make an informed decision before they have to send an email or pick up the phone. Your vehicle description page should include everything a potential buyer needs to make an informed decision on whether or not that car is a good fit for them.
If a shopper is unsure or inconvenienced while browsing online, they could pass up what would otherwise be the ideal car for them. A study on Gen Z car buyers revealed that 39% of Gen Zers would delay or cancel buying a car due to difficulties choosing the right vehicle, while 37% would delay or cancel buying a car because they’re unsure of the right time to buy amid price fluctuations.
3. Be transparent
When it comes to price, timelines, and everything in between, these shoppers want an honest answer up front. Gen Zers are digital natives, so they’re great at scouring the internet for prices, deals, discounts, and reviews. In fact, 56% of Gen Z prefer shopping online and are extremely perceptive when it comes to sniffing out phony sales tactics or inauthentic marketing techniques. If a product or brand isn’t honest about what it has to offer, Gen Z shoppers are likely to leave it in favor of something more transparent.
This is where online car-buying platforms have been effective in generating business from young car buyers. To keep up with digital retailers, some dealerships have implemented Montway’s Home Delivery Solution to provide customers with estimated shipping costs and appeal to young, tech-savvy car buyers.
Save them time and build a good rapport right off the bat by being upfront about what you have to offer. Even if your prices are a bit higher or your lead times are longer than the competition, sharing that with potential buyers instills confidence and can even position your dealership as a more premium business.
4. Provide auto transport
Complete the streamlined, convenient service that Gen Z expects with professional car shipping. Auto transport gives car buyers the opportunity to shop farther away from home and expand their search for the perfect vehicle. Rather than driving long distances to make their purchase, a professional auto transporter can deliver it directly to their door. No matter what generation you're selling to, a logistics partner can get the cars you need to your lots quickly. With a nationwide carrier network specializing in single-unit moves, dealerships trust Montway to deliver their vehicles safely and efficiently.
Learn how Montway helps dealerships reach more customers and move cars efficiently by speaking with a vehicle shipping advisor at 888-998-4161.
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