Buying behaviour of Millennials when buying a car

The buying behaviour of Millennials in cars is fundamentally different from previous generations. To categorize: Millennials are young people born between 1981 and 1996. For the older generation, the main things that mattered most to the older generation were horsepower, performance and looks, that car was the number one status symbol in Germany and around the world. Today this looks different: Not only are fewer and fewer young people interested in cars in general and other mobility models are in the foreground, but even when a car is bought, the priorities of many young buyers have shifted. Studies have shown that over 70 percent of this generation of buyers see climate-friendliness as the main argument when buying a car. Buying a car today is completely different than just a few years ago. The car has lost its status as a status symbol particularly dramatically among 16 to 29-year-olds. They see it as a pure means of transport, which should be as cheap and good for the environment as possible. The car industry absolutely must start here in order to win over this group of buyers.

Ecological driving is the trend

Young people are therefore particularly interested in climate protection and the digitalisation of mobility. This is in keeping with the spirit of the times, because climate change has also drastically changed the way we move around. E-scooters have recently been registered in German cities, e-bikes have long since ceased to cause astonishment, and in the car industry, too, more and more manufacturers are turning to their own e-cars. Completely different models are also rapidly growing in popularity, and almost every major manufacturer now has its own car-sharing scheme. Mobility services are becoming more and more widespread and it is important for salespeople to keep up. Driving as ecologically as possible has replaced the PS as a status symbol.

Digitisation and autonomous driving

Digitisation is also a major issue at the Millennium. Self-propelled cars have long since ceased to be dreams of the future and have become reality. Of course they are not yet standard, but the question is no longer whether they will come, but when self-propelled cars will hit the roads. Cars are already extremely intelligent and equipped with rear view cameras, parking sensors or even a pulse measurement at the steering wheel. But all this will be overshadowed by autonomous cars in the future. Today's and future generations will make sure that their cars have as many technical innovations as possible, offer a high level of safety and are as ecological as possible. Existing mobility services must be careful not to be displaced by new and innovative competitors. The market for digital and ecological cars is still young, but it will change and expand at breakneck speed as the technical possibilities progress.