For Gen Z, attitudes toward major life milestones are shifting, with vehicle ownership often taking priority over traditional markers such as homeownership, Mazda officials stated in a press release.
According to a survey commissioned by Mazda North American Operations (MNAO), this generation is more likely to purchase a new vehicle than a home. Nearly two-thirds (69%) said they would choose to buy a car, making them 13% more likely to select a vehicle over a house purchase.
The survey also found that Gen Z defines vehicle quality through features and in-cabin experience. Nearly all respondents cited advanced safety features (94%) and intuitive technology (93%) as important, while 82% said premium sound systems matter when evaluating a vehicle.
“As Gen Z places greater emphasis on vehicle ownership, they expect vehicles that seamlessly integrate advanced safety systems and intuitive technology to deliver confidence, peace of mind, and a more secure, intuitive driving experience every day,” said Jennifer Morrison, director of vehicle safety at Mazda.
Audio emerged as a notable indicator of quality, with 64% of respondents saying they judge a vehicle by its sound system and 85% agreeing that a high-quality sound system signals overall vehicle quality, noted the release.
Survey results also suggest that for Gen Z, vehicle value is increasingly defined by safety, technology and in-cabin experience rather than traditional ownership milestones.