Ford Tops Study for Popularity Among Gen Z Shoppers
Customer experience software and research company MaritzCX recently polled more than 1,000 members of Generation Z in order to get a better sense of what they want as far as the automotive industry is concerned. The answer, as it turns out, is Ford.
The MartizCX study found that Ford is the most highly-regarded brand among the 21-year-old-and-younger demographic, considered the most desirable by 8.2% of responders. Toyota ranked second with 7.2%, and Chevy was third with 6.4%.
Ford vehicles also proved extremely popular in their respective segments. According to the poll, Gen Z buyers prefer compact cars (41.1%), mid-size sedans (14.7%), and subcompact cars (11.6%), making the Focus, Fusion, and Fiesta high-ranking choices, respectively. Surprisingly, Gen Z drivers tend to prefer cars over trucks and SUVs, putting their preferences at odds with current consumer trends.
“The youngest new vehicle buyers tend to have less money than older folks, so it’s no surprise they overwhelmingly shop cars rather than more expensive utilities or trucks,” said Chris Travell, vice president for strategic consulting, MaritzCX. “Gen Z shoppers are driven largely by financial constraints, and car segment offerings tend to be most affordable.”
When asked what factors are most important when considering new vehicles, fuel economy was tops (34%), followed by the age and cost of repairs for their previous vehicles.
“Making decisions based on fuel economy and value explains why these buyers tend to shop brands like Ford, which builds vehicles that prioritize these attributes,” said Travell.
Last year, a Maritz study determined that Ford is also tops in purchase consideration with Millennials.