Millennials want to ditch the showroom car buying experience. According to J.D. Power, Millennials bought more new cars than any other generation in 2020 and currently account for 32% of total new car sales. Despite having a (unwarranted) reputation for disliking cars and preferring transportation alternatives like Uber and Lyft, YPulse’s Driving Forward trend data shows that 59% of 13-39-year-olds prefer driving their own vehicle as their preferred mode of transportation, and COVID-19 has increased their interest in owning a car. But unlike the generation that once held the most car-buying power (hey Boomers), Millennials would prefer to never step in a car dealership again and are flocking to online services like Shift, Vroom, and Carvana. The fact is, the showroom car buying experience is more of a game than it is a consumer-controlled journey, and online platforms are making it easier—and more enjoyable—to find new and used cars. With several online car buying platforms continuing to emerge, more established manufacturers like General Motors and Nissan are stepping into online car buying services to foster more loyalty and connection with Gen Z and Millennials. (NYT)
