Younger drivers less assured in car buying and ownership decisions, finds The Motor Ombudsman

Stark generational differences exist when it comes to buying and owning a vehicle with confidence, according to a Censuswide survey of 1,000 UK drivers, commissioned by The Motor Ombudsman.

The findings have been used to develop a series of ‘Car Confidence Barometers’ to illustrate how perceptions shift across different age groups each year.

The research reveals that nearly three-quarters (71%) of Gen Xers are most likely to seek assistance during this process, compared to around 67% of Gen Z and Millennials (Gen Y), and 66% of Baby Boomers, who tend to have more car-buying experience.

When deciding on the right fuel type, 84% of Baby Boomers feel confident that a petrol or diesel vehicle would best suit their needs, while this confidence drops to 76% among Millennials and 73% among Gen Z drivers.

However, younger generations are more assured when considering electric vehicles (EVs), with about 50% of Gen Y and Gen Z respondents confident in choosing battery power, although some hesitation remains.

Confidence in EVs decreases significantly among Gen Xers (34%) and those aged 59-77 (21%).

Gen Z, known as ‘digital natives,’ are more likely to rely on social media for updates on the latest car models, advice, and trends.

However, misinformation on these platforms affects 10% of Gen Zers and 11% of Millennials, leading to decreased confidence in car-buying decisions.

In contrast, Baby Boomers, who prefer traditional media for research, are less influenced by online content, with only 2% citing it as a concern.

Negotiating with salespeople is another area where confidence varies by generation. A significant 84% of Gen Z drivers, often first-time buyers, lack confidence in negotiating prices, a sentiment shared by around two-thirds of Gen Xers (68%) and Millennials (67%). In contrast, 39% of Baby Boomers feel comfortable negotiating for a better deal.

Gen Z drivers are also more likely to seek additional information on the car-buying process and identifying trustworthy retailers, with 23% and 19% respectively expressing a need for guidance, compared to much lower percentages among older generations.

Beyond purchasing, the study also reveals a generational divide in basic car care skills. While 66% of Gen Xers are confident in tasks like checking oil and tire pressure, only 40% and 42% of Gen Z feel the same.

This lack of confidence may lead Gen Z drivers to rely on their parents for help, though 89% of Gen Xers admit they lack confidence in diagnosing common car issues, and nearly a third (30%) believe modern cars are too complex for the average driver to understand.

This growing complexity puts garages and mechanics in a crucial role across all generations. Baby Boomers are the most reliant on professional advice (57%), followed by Gen Xers (47%).

Meanwhile, one-third of Millennials and 31% of Gen Zers turn to online videos and tutorials for guidance, rather than traditional car manuals (29% and 21%, respectively).

Bill Fennell, chief ombudsman and managing director of The Motor Ombudsman, said: “Our research and ‘Car Confidence Barometers’ reveal a clear generational gap, with younger drivers generally feeling less assured in their car-buying and ownership decisions compared to their older, more experienced counterparts.

“In a world overflowing with information, the sheer volume can be overwhelming. Bridging this generation gap with valuable motoring knowledge is essential to help drivers navigate their journey with confidence. Anyone needing a boost in their ‘Car Confidence’ should explore The Motor Ombudsman’s comprehensive library of car-buying and ownership information and seek the expertise of reputable accredited businesses within our growing UK-wide network.”