Gen Z is actively reshaping the automotive retail experience, including how vehicles are researched to how service is delivered. This generation expects fast, transparent, and digital-first interactions, and dealerships that adapt early are better positioned to earn their trust and business.
Based on insights from Affinitiv’s 2025 Consumer Experience Survey of 1,174 recent dealership customers, this report highlights what matters most to Gen Z buyers today.
What are the key takeaways? Here’s just a preview of what you’ll find in the full report:
- 79% are open to digital retailing, but still value human support
- 70% say pricing is the most important factor when choosing a dealership
- 93% expect clear service pricing online before booking
- Social media, reviews, and influencers play a major role in purchase decisions
- Two-thirds won’t return after a negative experience
Gen Z prioritizes convenience, transparency, and mobile-first communication, which raises the bar for both sales and service experiences.
Complete the form below to download the full report and explore all the insights to help you attract and retain the next generation of car buyers.
