A research conducted by Cox Automotive for two of the biggest car shopping and research websites in the US, Autotrader and Kelley Blue Book, describes the purchasing intention of the Generation Z.
Generation Z is composed by young that are actually between 12 and 17 years old. For the automotive industry they are evaluated 3.2 trillion of dollars by 2020, so it’s really interesting to understand what they will look into their future cars.
The most important insights that I read are:
- 92% wants to own a car
- they don’t care a lot about style and design
- they remind some old-fashioned brands like Ford, Chevrolet and Honda for their solidity
- they care more about saving money (in the purchase and running costs) than in saving the environment
- they care more about safety than infotainment
- they’d like to have autonomous vehicles for increasing security, but they don’t trust in that technology at all
- they’ll buy a car in a car dealer, not online
Looking with attention the slide where the generations are described, I found some new interpretative keys of the Gen Z’s purchase intentions.
Drivin‘ is a Car Pooling and Neighbourhood social platform that I designed almost three years ago for sharing car’s rides with people that have similar transportation needs, and for creating a trusted network for empowering the local sharing economy.
I presented the project many times to many developers and Startup events but as usual, being just an idea, nobody cared about it. Actually I abandoned the desire of developing the service because the concept was realized by many many other startups, plus some big companies like Lyft with its Lift Lyne. I sincerely don’t know if these apps are having the success that a service like this should merit. The Instant Car Pooling (or ride sharing) is the real alternative to the private car and to the public transportation but the security issues, the business model and the critical mass needed for creating a real instant service are really big challenges.
By the way, I’m proud that a 3 years old project is still actual and has a lot of potential. All the world’s Transportation Authorities together with the car manufacturer (and Google and Apple) are looking forward for creating the mobility pattern of the future. Not only because of the pollution or the metropolitan congestion, but because cities and citizens have changed their concept of mobility. Because thank to the social networks we have lost anonymity and we trust more one to each other (we know that we are monitored). Because we don’t like to lose time and money for daily commutes. Because we trust that technology could do things that we don’t like to do.
Following the slides of the Drivin’ project that I posted on Slideshare. On YouTube the pitch that I did on May 2013.