Gen Z and the automobile: how the young generation chooses a car in Georgia

In Georgia, Gen Z - the young generation born between 1997-2012 - chooses an automobile by completely different criteria: not by status, but by economy, technology, and flexible financing.

It is exactly this difference that sharply distinguishes the young generation from previous generations.

Attitude towards the automobile has changed significantly in the last decade. If earlier a car was often perceived as a symbol of success, social status, or life achievement, today many young people look at it with a practical eye.

For Gen Z, an automobile is primarily a means that simplifies movement, saves time, and provides more independence.

This change has influenced both the automobile market and financing services.

Young consumers make different demands, research the market differently, and make decisions by other criteria as well.

Who is Gen Z and how do they make decisions?

Gen Z includes the generation that was born approximately in 1997-2012. These people grew up in a digital environment since childhood and for them the online space is a natural environment.

Their consumer behavior is distinguished by several important characteristics:

• Before making a decision, they research information independently;
• They pay attention to real reviews and consumer experience;
• They value transparent conditions;
• They react less to traditional advertising;
• They attach great importance to financial flexibility.

Exactly because of this Mogo, which serves a young audience, increasingly tries to simplify processes and improve the digital experience.

An automobile is no longer a luxury for Gen Z

An important change starts exactly here.

For previous generations, an automobile was often one of the main symbols of life progress.

Purchasing a new car was associated with success, career advancement, or raising social status.

Gen Z looks at this issue more practically.

For them, an automobile is not an item they must purchase to make an impression on others. An automobile is a tool that solves a specific problem.

These problems can be:

• Daily movement to work;
• Getting to university or a training center;
• Fast movement to different parts of the city;
• Organizing family and personal affairs;
• Using additional sources of income.

For a young consumer, the main question is often not "how does this car look?", but "how much will this car simplify my life?"

This approach has significantly changed the criteria for choosing an automobile as well.

What is important when choosing an automobile?

Gen Z does not measure the value of an automobile solely by price.

For them, it is important to see the full picture - what owning an automobile will cost not only today, but also in the future.

The most important factors

Factor	Why it is important
Fuel economy	Reduces monthly expenses
Technical reliability	Reduces unforeseen expenditures
Safety systems	Increases the safety of daily movement
Technological features	Improves consumer experience
Cost of service	Affects the total price of ownership
Flexibility of financing	Makes the automobile more accessible

Many young people, before choosing an automobile, study not only the model but also the expenses of its exploitation.

They are interested in what insurance will cost, how much fuel the automobile will consume, and how expensive its maintenance will be.

Technologies are already a necessity

A few years ago, technological features in automobiles were considered an additional advantage. Today, for the young consumer, they have often become a necessary requirement.

Gen Z is accustomed to a digital environment. Therefore, they expect a similar experience from an automobile as well.

Among the most demanded features, we often find:

• Apple CarPlay;
• Android Auto;
• Bluetooth connection;
• Rear view camera;
• Parking sensors;
• Digital dashboard;
• Adaptive safety systems.

For a young buyer, these features do not mean just comfort. They are part of the daily use experience and often influence the final decision.

The real cost of owning an automobile is more important than the initial price

Gen Z approaches financial decisions more thoughtfully.

If in the past when choosing an automobile the main attention was often paid to the purchase price, today many young people try to consider the full cost of owning the automobile.

This includes:

• Monthly payment;
• Fuel expense;
• Insurance;
• Technical service;
• Changing tires;
• Unexpected repairs.

Exactly because of this, in Mogo such decisions become popular that provide the possibility of better planning of expenses.

Consumers want to know in advance what financial obligations they will have during the next months and years.

Social media has become part of the automobile selection process

Today, choosing an automobile no longer starts with a visit to a car showroom.

The majority of young consumers spend a lot of time in the online space before making a decision. They search for information, compare models, and study other people's experiences.

The most frequently used sources are:

• TikTok;
• YouTube;
• Facebook groups;
• Automobile forums;
• Consumer review platforms.

Real experience has a much greater influence than traditional advertising messages.

Exactly because of this, transparency and consumer satisfaction become increasingly important for Mogo.

Why is the importance of flexible financing increasing?

The young generation often tries to avoid large volume one-time expenses.

They want to:

• Maintain savings;
• Manage budget effectively;
• Not overload themselves with financial obligations;
• Receive the needed automobile quickly.

This approach has increased demand for such financial products that Mogo offers and allows consumers to distribute the cost of the automobile over time.

Financial flexibility for Gen Z is often as important as the automobile itself.

What should companies consider to attract Gen Z?

Young consumers expect a service that corresponds to their daily digital habits.

For them it is important:

• A fast process;
• Online service;
• Transparent conditions;
• Clear communication;
• Easily understandable information.

Companies that answer these demands more effectively establish a connection with the young audience and increase consumer trust.

Conclusion

For Gen Z, an automobile is no longer a luxury item, nor a means of demonstrating social status.

It is a practical tool of everyday life that helps people in moving more effectively, saving time, and maintaining independence.

Exactly because of this, young buyers focus attention not only on the automobile's design or brand, but on its economy, technological capabilities, safety, and the overall cost of ownership.

The simpler the process of receiving an automobile and the more flexible the financial conditions are, the more it answers the expectations of the modern generation.

In which, nowadays, Mogo is a leading company in Georgia.

Frequently Asked Questions

Why does Gen Z no longer consider an automobile a luxury item? Because an automobile for them is primarily a tool for solving daily needs and not a symbol of social status.

What is the most important criterion for Gen Z when choosing an automobile? Economy, reliability, technological features, and the overall cost of ownership.

How does technology influence the choice of an automobile? Young consumers often give preference to models that offer modern digital features and safety systems.

Why does Gen Z research automobiles via social media? Because they trust real experience, reviews, and independent evaluations more.

Why is financial flexibility important for young buyers? Because they want to purchase an automobile in a way to maintain financial stability and avoid large one-time expenses.