Ziebart Survey: Different Generations Spend Their In-Car Time Differently

How do drivers prefer to spend their in-car time? For many, it depends on their age. A new study commissioned by vehicle appearance and protection services company Ziebart finds that vehicles often serve as a personal safe haven for drivers, with each generation treating that alone time in their car differently.

To better understand the critical role cars play in daily life, the third-party study, conducted by Talker Research, also explored how drivers care for their vehicles inside and out to extend their lifespan.

GENERATIONAL DIFFERENCES IN IN-CAR BEHAVIOR

The average American spends more than 50 minutes a day commuting to and from work, according to the United States Census Bureau. Talker Research found that while cars serve primarily as a vehicle to get from Point A to Point B, that time spent in the car is often seen as precious, with many treating their drive as a sanctuary that reflects generational values:

• Millennials reported using their car time the most for self-improvement, with 44% planning their future and 39% listening to podcasts.
• Gen X drivers are the most upbeat with the overwhelming majority (89%) blasting music, and 18% giving themselves pep talks in the car on the way to work or a big event.
• Gen Z drivers cherish their alone time in the car, with 55% opting for a silent ride and 43% using the time to process a long workday. One-quarter report they’ve even used their car as a place to take a quick nap.

“As a company that’s been in the automotive business for more than 65 years, we wanted a fresh look at how our customers use their vehicles and why they care for them the way they do,” said Thomas A. Wolfe, president & chief executive officer of Ziebart. “These findings reaffirm what we see in our stores every day—people share an emotional and practical bond with their cars. That vision is exactly what guides us to deliver the highest quality services and to treat every vehicle as if it were our own.”

MAKING IT LAST WITH PREVENTATIVE CARE

Of note to professional shops, despite the differences in how drivers use their time on the road, the desire to protect and prolong the life of their vehicle is universal. According to the survey, the average car is 9 years old, with many owners hoping to make their car last at least another four years. In fact, drivers reported it would be an average of three years before they could comfortably afford a replacement.

With the pressure on to keep current vehicles in top condition, nearly half (46%) of drivers have stepped up their car care routines in the past year. More than half reported doing more frequent interior (57%) and exterior (51%) cleaning, while others are more regularly checking on tire pressure (43%) and oil levels (43%).

Beyond the basics, preventative care has also taken priority. As their vehicles age, drivers reported their top concerns as:

• Rust (26%)
• Paint deterioration (23%)
• Undercarriage damage (22%)
• Interior leather and fabric deterioration (17%)

“It’s easy to remember oil changes and tire checks; there are even warning lights to remind you,” said Wolfe. “But drivers don’t always realize that rust, fading paint and worn interiors can be just as damaging to a car’s longevity. These findings show that people care deeply about protecting their vehicles, which is exactly why Ziebart exists—to help preserve the cars that mean so much to them.”

Ziebart franchise locations offer rustproofing, interior and exterior detailing, paint correction and protection, window tinting, undercoating protection and Rhino Linings spray-on bedliners. For the recent report, Talker Research surveyed 2,000 U.S. car owners between June 6-12, 2025.