Gen Z and the Future of Car Ownership
As first published in Automobil Magazine. To read the edition, click here
The South African automotive industry is entering a period of change as Generation Z (those born between the mid-1990s and early 2010s) steps forward as the next generation of buyers. These young consumers will become the new decision-makers in the car market. Their approach to mobility is already changing the way the industry approaches ownership, affordability, and long-term value. Their influence extends well beyond the showroom, carrying significant implications for the aftermarket.
From status symbol to practicality
For many Baby Boomers, those born between 1946 – 1964, owning a car was one of life’s biggest milestones. It was a symbol of success. Generation X, born between 1965 – 1980, carried this forward. They often upgraded regularly as new models appeared, reinforcing the idea that cars were not just transport, but part of a lifestyle. Millennials, those born between 1981 and 1996, continued to place value on ownership, though affordability pressures began to reshape the way they engaged with the market. For Gen Z, however, the decision is even more pragmatic. In urban areas, e-hailing services and shared mobility have made car ownership less essential. While many still aspire to ownership, the urgency and prestige once attached to having a car has shifted.
Affordability drives choices
Affordability is the single biggest factor shaping Gen Z’s buying choices. High youth unemployment, rising living costs, and finance costs have placed new cars beyond reach for many first-time buyers. Instead, the used car market has become the natural entry point. This trend directly benefits the aftermarket, where the need for quality, affordable parts and maintenance is stronger than ever.
As Shane Subban, Category Manager at AutoZone, and a classic car collector, notes: “You can see the difference in attitude between generations. Where older buyers might have stretched themselves to buy something brand-new off the showroom floor, younger customers are a lot more cautious. They’re far more value-driven, looking for second-hand cars that are economical to run, and they’re very aware of the long-term costs of ownership. It’s less about status and more about practicality.”
What this means for the aftermarket
The aftermarket has a unique opportunity to position itself as a trusted partner for this new generation of buyers. Gen Z customers are digital-first, informed, and selective. They expect transparent pricing, online engagement, and convenient access to products and services. Loyalty is no longer automatic; it is earned through fairness, service quality, and value.
According to Dion de Graaff, CEO of AutoZone, “Gen Z customers are informed and value-conscious. They will quickly compare options and switch brands if they feel they aren’t getting transparency or fairness. For the aftermarket, this presents both a challenge and an opportunity. Companies that provide clear information, reliable products, and accessible services will earn their trust and loyalty.”
The road ahead
Gen Z represents the future of the South African car market. Their emphasis on practicality, digital convenience, and affordability is already reshaping the industry and will continue to do so as they become the dominant group of new buyers. For the aftermarket, this is a pivotal moment. By understanding and adapting to Gen Z’s expectations today, the aftermarket can secure its place in South Africa’s automotive future.
