TikTok, tech & first cars: how Gen Z is redefining the ride
11th February 2025 – The era of flashy spoilers and booming subwoofers is giving way to seamless smartphone connectivity and built-in tech, as Gen Z car buyers prioritise gadgets over exterior style. According to research from the UK’s largest automotive marketplace Auto Trader, nearly two thirds (63%) of drivers aged between 17-25 stated that the car’s technology features are more important than what it looks like when looking to buy a car.
This is compared to just under a quarter of 47-55 year olds today when asked the same question when they were looking to buy their first car in the mid-nineties. The research saw Auto Trader survey 1,000 17-25 year olds today and 1,000 47-55 year olds today who were aged 17-25 in 1994 to get unique insights into the first cars they drove.
Social media is also driving this shift. With a 22,300% increase in dash cam interest on TikTok and a 321% rise in car accessories searches, over the last four months, young drivers are turning to the platform to inspire purchase decisions. Around one in ten (11%) even use TikTok to help them find their first car—highlighting its growing influence in the car-buying journey.
The Ford Fiesta came out on top as the most owned first car for both the current generation of 17-25 year olds and those in that age around 30 years ago. However, the price paid by young drivers for their first car differed hugely between the two generations as young drivers back in the mid-nineties only paid on average £826 whereas young drivers today have forked out on average £4143.
Whilst the insurance cost of the car (52%) and how cheap it was run (46%) was a key factor in young drivers' decisions when buying their first car, having parking sensors or cameras, which can be seen as an expensive feature, were reported as a key consideration for 16% of young drivers in their car search.
As well as this, other innovative tech features including built in navigation (14%), and heated seats (12%) inside the car was important to this age group.
Car modifications haven’t disappeared—they’ve just evolved. Instead of souped-up engines and racing stripes, today’s most popular upgrades include LED lights (44%), car air fresheners (41%), and phone charger mounts (40%), and over a quarter (27%) saying that having Android Auto or Apple Car Play already installed in the car was important to them.
The most popular modifications/accessories added by young drivers aged 17-25 today
With the ‘boy racer’ generation at its peak during the 90’s, modifications that were synonymous with this cultural phenomenon were apparent. Whilst adding a cassette or CD holder (43%) was the most popular modification for young drivers in the nineties, nearly four in ten (38%) admitted adding alloy wheels to their vehicle and over a quarter (26%) put in aftermarket audio such as a subwoofer. Other modifications that young drivers made during this period included a paint job (18%), spoiler (17%), loud exhaust, body kits, racing stripes on the body work and personalised tax disc holders (all 16%).
Despite only 7% of young drivers saying that they currently own an electric vehicle, 28% have expressed their desire to buy an electric vehicle as their next car. Nearly a third (32%) of these would consider buying one as they believe they are better for the environment, whilst 31% would purchase an electric vehicle because of the cost of ownership savings it offers.
Auto Trader’s recent Road to 2030 report[2] also revealed how high-tech Chinese electric car brands are winning over younger UK consumers. As Chinese brands like BYD, GWM, and Omoda gain ground in the UK market, four in ten UK consumers are willing to consider a Chinese car brand. The greatest support for Chinese brands comes from the 17-34 age group, with 57% attracted by factors including innovative technology and affordability.
Most owned first car
The mid-nineties was a popular period for young drivers to show off to others their fast and powerful cars with impressive looking racing stripes, big spoilers and noisy exhausts. Our research reveals that the tastes of the current generation have noticeably evolved since then and they would rather focus on having the latest technology and accessories inside their vehicles than what it looks like on the exterior. With electric vehicles set to grow in popularity over the coming years, today’s young drivers also feel that these types of vehicles can give them access to the most up to date technology that they are after but also recognise the environmental and long term cost savings that making the switch to electric can offer.
With over 400,000 brand new and used cars currently on sale on Auto Trader’s marketplace, consumers can find their perfect car at any budget here.
The research was conducted by Censuswide, among a sample of 1,000 Drivers aged 17-25 today and 1,000 Drivers ages 17-25 in 1994 (47-55 years old today). The data was collected between 17.01.2025-23.01.2025.
[1] TikTok figures taken from TikTok Keyword Insights tool for global popularity changes over the last 120 days, accessed February 2025.
[2] Auto Trader Road to 2030 Report. February 2025
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