The survey found that with an increasing range of makes and models available, and cars often being the second most expensive purchase after a home, navigating the car buying process alone can be daunting for drivers of all ages.
However, some generations* may find it more challenging than others.
The research shows that 71% of Gen Xers are the most likely to seek help, followed by around 67% of Gen Z and Millennials, and 66% of Baby Boomers, who may have more experience in car buying.
Regarding fuel type preferences, 84% of Boomers feel confident that a petrol or diesel vehicle suits their needs, compared to 76% of Millennials and 73% of Gen Z drivers.
However, when it comes to electric vehicles (EVs), Gen Y and Gen Z drivers lead in confidence, with around 50% believing that a fully electric vehicle is the ideal choice, although they express some hesitation about abandoning traditional engines.
Confidence in EVs drops to 34% for Gen Xers and about 21% for those aged 59 to 77.
Research is a crucial first step in the car buying process. As digital natives, Gen Z tends to rely on social media to stay informed about the latest products, advice, and trends.
However, 10% of Gen Zers and 11% of Millennials report that misinformation on digital platforms negatively affects their confidence when purchasing a car.
In contrast, Boomers, who prefer traditional media for their research, are less influenced by online content, with only 2% citing it as a confidence factor.
When it comes to negotiating prices, 84% of Gen Z respondents, who are likely first-time car buyers, lack confidence in haggling with salespeople, as do 68% of Gen Xers and 67% of Millennials.
This contrasts with Baby Boomers, 39% of whom feel confident in negotiating a better deal.
The survey also showed that 23% of Gen Z drivers expressed a desire for more information on the car buying process to help them choose the right vehicle, compared to just 5% and 8% of those over 59. Additionally, 19% of Gen Z drivers seek guidance in finding a trusted retailer, whereas older generations are less likely to need such assistance.
Beyond purchasing, the study also reveals that basic car maintenance skills are less prioritised among younger drivers.
While 66% and 71% of Gen Xers are comfortable checking their oil and tire pressure, only 40% and 42% of Gen Zers feel the same.
Given their lack of confidence in performing car maintenance tasks, Gen Z may be tempted to rely on parental help.
However, The Motor Ombudsman’s research shows that 89% of Gen X parents lack confidence in diagnosing and troubleshooting car issues, with 30% agreeing that modern cars are too complex for the average driver to understand.
This places garages and mechanics in a key advisory role across all generations, with Baby Boomers being the most dependent on their expertise (57%), followed by Gen Xers at 47%.
The poll showed that 33% of Millennials and 31% of Gen Zers turn to online videos and tutorials for guidance, while fewer consult in-car manuals and manufacturer documentation (29% of Gen Yers and 21% of Gen Zers).
Bill Fennell, Chief Ombudsman and Managing Director of The Motor Ombudsman, said: “Our research and ‘Car Confidence Barometers’ have revealed an insightful generation gap, with younger drivers, on the whole, tending to feel less self-assured in their car buying and ownership decisions compared to their older and sometimes more experienced counterparts.
“It is clear that, while living in a world where so much information is at your fingertips, the sheer volume of content can be overwhelming.
“Helping to plug the generation gap with valuable motoring knowledge that will enable them to navigate their driving journey with independence and confidence is therefore crucial.”
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