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Study Reveals Generational Divide In Car Confidence Among UK Drivers
Research by The Motor Ombudsman has highlighted a generational divide in UK drivers' confidence when buying and owning cars. Baby Boomers (aged 55 to 77) are generally more self-reliant and comfortable with car purchases and maintenance than younger generations. The increasing complexity of modern vehicles has made the 'Garage of Mum and Dad' less relevant, with professional garages and mechanics stepping in to fill the knowledge gap.
With the new '74' vehicle registration approaching, a Censuswide poll of 1,000 UK drivers commissioned by The Motor Ombudsman revealed differences in 'Car Confidence' across generations. These findings have led to the creation of new Motor Ombudsman 'barometers' to track changes in confidence levels among different age groups annually.
The research indicated that nearly three-quarters (71%) of Gen Xers are most likely to seek help when buying a car, followed by 67% of Gen Z and Millennials, and 66% of Baby Boomers. Boomers may have more experience, making them slightly more confident in car purchases.
When choosing a fuel type, 84% of Boomers feel confident selecting petrol or diesel models, compared to 76% of Millennials and 73% of Gen Z drivers. However, for electric vehicles (EVs), Gen Yers and Gen Zers are more assured, with around 50% confident in adopting battery power. In contrast, only 34% of Gen Xers and 21% of those aged 59 to 77 feel the same.
Gen Z, known as 'digital natives,' often rely on social media for information on car buying. However, misinformation on these platforms affects their confidence, with 10% of Gen Zers and 11% of Millennials reporting negative impacts. Conversely, only 2% of Boomers are influenced by online content due to their preference for traditional media.
Negotiating car prices is another area where confidence varies. About 84% of Gen Z respondents lack confidence in negotiating with salespeople, similar to two-thirds (68%) of Gen Xers and Millennials (67%). In contrast, 39% of Baby Boomers feel comfortable negotiating for better deals.
Car Maintenance Knowledge Across Generations
The study also revealed that basic car care skills are less common among younger generations. While 66% and 71% of Gen Xers check oil and tyre pressure themselves, only 40% and 42% of Gen Z do these tasks respectively. This lack of confidence leads many young drivers to rely on professional garages rather than parental guidance.
Interestingly, almost a third (30%) of Gen Xers believe modern cars are too complex for average drivers to understand. This sentiment is echoed by Baby Boomers who rely heavily on professional advice (57%), followed by Gen X at 47%. Meanwhile, a third (33%) of Millennials and 31% of Gen Z consult online videos for guidance instead of manufacturer manuals.
The Role of The Motor Ombudsman
The Motor Ombudsman offers extensive resources to boost drivers' 'Car Confidence.' Their library includes information on car buying and maintenance, along with an online Garage Finder listing reputable businesses across the UK. This helps bridge the generational knowledge gap in motoring.
Bill Fennell, Chief Ombudsman at The Motor Ombudsman, stated: "Our research has revealed an insightful generation gap in car buying confidence. Younger drivers tend to feel less assured compared to their older counterparts." He added that providing valuable motoring knowledge is crucial for helping younger generations navigate their driving journey independently.
The Motor Ombudsman encourages anyone needing a confidence boost in car buying or ownership to explore their comprehensive library and seek expertise from accredited businesses within their network.
The study's methodology involved surveying 1,000 UK car drivers aged over 18 between May 24th – May 28th, 2024. Censuswide conducted the research following Market Research Society principles and is a member of the British Polling Council.
The Motor Ombudsman remains dedicated to regulating the UK's motor industry through its Chartered Trading Standards Institute-approved Codes of Practice. Thousands of businesses adhere to these codes, ensuring high standards during vehicle purchase and ownership experiences.
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