America’s next wave of car buyers is value-driven, SUV-focused, and still overwhelmingly committed to gas and hybrid vehicles, with digital platforms remaining the go-to research tool for shoppers, according to a new YouGov study.
The details: The report, based on YouGov BrandIndex and consumer survey data, found that 15% of Americans are likely to purchase a car or truck within the next 12 months, led by millennials.
Millennials account for 36% of the next wave of buyers, followed by Gen X at 27%.
Baby boomers represent 20% of likely buyers, while Gen Z accounts for 16%.
About 43% of in-market shoppers plan to buy an SUV or crossover—nearly double sedan interest at 23%—while trucks remain strong at 15%.
Some 66% expect to purchase a gas-powered vehicle, 21% a hybrid, and 9% an EV, with millennials and Gen Z showing the strongest EV interest.
Price remains the top factor for buyers at 75%, followed by performance and safety at 62% each, and fuel efficiency at 60%. Meanwhile, 43% of shoppers plan to buy used, while 42% are considering a new vehicle.
Why it matters: The findings reinforce how affordability, utility, and digital influence continue shaping buyer behavior, underscoring why dealers may need to balance strong SUV inventory with competitive pricing and a seamless online shopping experience.
OUTSMART THE CAR MARKET IN 5 MINUTES A WEEK
Get insights trusted by 55,000+ car dealers. Free, fast, and built for automotive leaders.
Between the lines: Digital channels continue gaining influence in the shopping journey, though franchise dealerships remain the preferred place to complete a purchase, with Toyota being the brand most considered among those in market for a vehicle.
Online reviews are now the top pre-purchase resource at 56%, followed by consumer reports at 44% and recommendations from trusted individuals.
Franchise dealerships remain the preferred buying channel, with 51% of shoppers saying they would consider purchasing through a franchised store.
Toyota ranked as the strongest automotive brand in America with a BrandIndex score of 42.3, while nearly 45% of consumers said they would consider purchasing the brand next.
Toyota also led in customer satisfaction with an index score of 80, followed by Honda at 76.5 and Lexus at 76.2.
What they’re saying: “Buying a car is one of the biggest decisions consumers make. But long before someone steps into a dealership, brand perception plays a critical role,” reads a YouGov press statement. “From quality and value to reputation and recommendation, the reality is that brand health shapes which car makers make it onto a buyer’s shortlist.”
Bottom line: The next generation of buyers still appears rooted in practicality, affordability, and familiarity despite rapid industry change, signaling for dealers that digital presence, reputation management, and value positioning may remain just as important as inventory selection in winning customers.
A quick word from our partner
Cash deals, capped advances, and negative equity are killing your VSC penetration. SPP fixes that.
Service Payment Plan gives F&I managers a 0% interest payment option.
No credit check, no SSN, everyone qualifies.
One BMW finance manager jumped from 36.9% to 56.1% VSC pen and added $500 PVR just by adding SPP to his process.
Stop leaving backend money on the table.
