Mobility and car buying behavior of Gen Z

How automotive manufacturers must adapt to the needs of tomorrow's target group

Mobility and car buying behavior of Gen Z

How automotive manufacturers must adapt to the needs of tomorrow's target group

About the study

Gen Z will soon become one of the most important target groups for automakers. Their values, preferences and habits are in some cases fundamentally different from previous generations. In the study, we examined the car-buying behavior of young people in Germany.

🇩🇪 Please note that this whitepaper is only available in German. If you are interested in the results and would like to talk to us, please feel free to contact us

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Content of the study

  • 🚘 Relevance of cars

    • Top mobility options
    • Preferred ownership models
    • Environment & social responsibility
    • Main features & equipment
    • Favorite brands
  • 🛒 Purchasing behavior

    • E-commerce & online sales
    • Relevance of stationary dealerships
    • Differences to generation X
    • Customer journey & purchase decision process
  • 🔮 Future retail

    • Automotive sales in metaverse
    • Relevance of NFTs
    • Personalized experiences
    • Preferred payment methods
    • Social media & YouTube

Who is Gen Z?

Gen Z today is between 12 and 26 years old. In the near future, their purchasing power will increase exponentially, making them an essential target group for many industries. The values and preferences of this generation will change markets and trigger a fundamental shift in mobility sales and consumption.

Who is Gen Z?

Gen Z today is between 12 and 26 years old. In the near future, their purchasing power will increase exponentially, making them an essential target group for many industries. The values and preferences of this generation will change markets and trigger a fundamental shift in mobility sales and consumption.

Key learnings for automotive sales

  1. Owning a car has an extremely high value for Gen Z - they attach a higher emotional value to their car than Gen X did
     
  2. Omnichannel sales are more important than ever, with digital channels gaining in importance
     
  3. Gen Z makes purchase decisions based on the software experience in vehicles; software-defined vehicles are on the rise
     
  4. In the future, the metaverse could impact automotive sales in a massive way, particularly among Gen Z
     
  5. Gen Z expects personalized experiences and product recommendations based on their peronal preferences
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Download whitepaper

You will receive a download link to the whitepaper in german language by email

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About the authors

Please contact us if you have questions or are interested in working with us. Our team will also be pleased to present the results of the study to your organization.

  • Markus lenker
    Markus Lenker
    Founder & Managing Director

     Automotive expert with focus on marketing and sales

  • Marcel murschel.1024x1024
    Marcel Murschel
    Data Analyst

    Market research expert and data analyst at Resolution Research

  • Philipp raasch
    Philipp Raasch
    Founder & Managing Director

     Automotive expert with focus on customer experience & eCommerce

The Keynote

In a 60-minute keynote, we present the key findings of the study and answer questions - remotely or on-site

Genz keynote2
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About horyzn.io

horyzn.io is a boutique consultancy exclusively focused on the automotive and mobility sector. We pursue a clear mission: to help organizations shape the digital and data-driven sales of the future. 

In spite of being a young startup, we are proud to have some of the world's top automakers and mobility companies as clients.