Understanding Gen Z Buyers with Jenni Newman | 2024 NADA Show

In The Dirt with ASOTU

Paul J Daly sits down with Jenni Newman, Editor-in-Chief at Cars Commerce, at her first NADA Show to discuss the evolving car buying preferences of younger generations, particularly Gen Z. Jenni, with her extensive experience in automotive journalism, sheds light on the surprising findings that despite growing up in the digital age, a vast majority of Gen Z (80%) prefers to engage with dealerships in person rather than buying online. She emphasizes the importance for dealers to understand that Gen Z buyers seek guidance and support throughout the car buying process. Jenni also touches on the inclinations of millennials, who, in contrast to Gen Z, show a greater interest in online car purchasing, albeit still less than 20%. The conversation highlights the need for dealerships to adapt to these generational shifts and provide the necessary information and assistance to cater to different buyer preferences.

0:00 - Intro

0:19 - Jenni's First Experience at NADA Show

1:03 - Gen Z's Surprising Preference for In-Person Car Buying

2:02 - Gen Z's Learning Curve and Automotive Knowledge Gaps

3:05 - The Continued Interest in Driving Among Gen Z

3:39 - Key Learning Areas for Gen Z in Car Ownership

4:29 - Millennial Preferences in Car Buying

5:03 - Closing Remarks and Jenni's Takeaways from NADA Show

Jenni Newman is the Editor-In-Chief at Cars.com

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