Gen Alpha and the Future of Car Culture
Interest in cars is strong among Gen Alphas, and their opinions are already impacting family buying behavior.
It’s often assumed that growing up with ride-sharing apps, climate concerns, and autonomous vehicle headlines would dampen kids’ interest in driving.
Our data says otherwise. Ninety percent of Gen Alpha say they care about cars, and more than half say they care a lot. Eighty-five percent are looking forward to getting their driver’s license. Ninety-two percent say they want to drive themselves rather than rely on other forms of transportation.
Driving continues to hold appeal as a symbol of autonomy and control.
How Gen Alpha Learns About Cars
Gen Alpha’s understanding of cars is formed primarily through media rather than traditional automotive channels:
- 60% learn about cars from TV and movies
- 57% from online content
- 42% from video games
In the past year, 68% have driven a car in a video game, 67% have watched car-related videos online, and nearly 60% have watched shows or movies centered on cars.
Games and digital environments set expectations early. Customization, responsiveness, and connectivity are treated as standard features because they are standard elsewhere in Gen Alpha’s digital life.
Influence in Family Car Purchases
Among parents who purchased a car in the past year, Gen Alpha played an active role in the buying process:
- 62% were involved in identifying options
- 65% helped shortlist vehicles
- 71% participated in dealership visits
- 61% were involved in test drives
- 61% influenced the final decision
This involvement spans the full journey, from early consideration through purchase. It reflects familiarity with brands and features developed long before ownership is possible.
Brand Perception and Priorities
Gen Alpha’s preferences reveal how brand meaning is taking shape early:
- 55% believe the best cars are made in the United States.
- Interest in electric and gas vehicles is nearly evenly split.
- 58% would rather spend money on customization than buy a standard model.
- 56% notice luxury vehicles in school pickup lines.
Cultural visibility matters. Brand perception is built through exposure—in content, games, and everyday environments—not through spec comparisons.
Domestic manufacturing currently carries more weight with this group than powertrain type. Customization carries more weight than standardization.
What This Means for Brands
Gen Alpha’s relationship with cars is being formed years before they enter the market as buyers. Their preferences are shaped upstream, through the media and platforms they already engage with.
For brands, this means:
- Awareness is built through cultural presence, not traditional advertising.
- Customization and personalization should be treated as baseline expectations.
- Influence flows from kids into household decisions, not the other way around.
The opinions Gen Alpha forms now will likely shape both near-term family purchases and long-term brand loyalty. Brands that recognize this—and respond without condescension or oversimplification—will be better positioned to earn relevance now and loyalty later.
