The automotive and mobility landscape is undergoing a profound transformation, and at the heart of this change is Generation Z. As digital natives, Gen Z is redefining what it means to move from point A to point B, prioritizing flexibility, sustainability, and seamless digital experiences over traditional car ownership. For automakers and mobility providers, understanding and adapting to these shifting preferences is not just an opportunity—it’s a necessity for future relevance and growth.
For Gen Z, the car is no longer the ultimate status symbol or the default mode of transport. Instead, it’s one option among many in a growing ecosystem of mobility solutions. This generation, raised on the convenience of Netflix and Spotify, is comfortable with access over ownership. The shift from car ownership to usership is accelerating, driven by several key factors:
Gen Z’s preference for flexibility and digital convenience is fueling the rise of integrated mobility platforms. These platforms consolidate multiple transportation options—public transit, ride-hailing, car sharing, bike and scooter rentals—into a single, user-friendly app. This approach not only simplifies the user experience but also aligns with Gen Z’s desire for choice and sustainability.
Mobility providers and automakers are responding by investing in holistic platforms that allow users to switch between modes of transport based on their needs, location, and budget. For example, platforms like SIXT offer everything from e-scooter rentals to car subscriptions, all accessible through one interface. The goal is to make mobility as flexible and personalized as possible, reducing the friction of switching between services and encouraging sustainable choices.
While urban Gen Zers are leading the shift toward usership, the picture is more nuanced in rural areas. Limited public transportation and longer distances mean that car ownership remains a necessity for many outside major cities. However, even in these regions, digital expectations persist. As Gen Zers in rural areas reach life stages that require more reliable transportation—such as starting families—they will still expect connected, digitally enabled experiences from their vehicles and mobility providers.
Sustainability is not just a preference for Gen Z—it’s a demand. This generation is driving the adoption of shared mobility and circular economy models, where vehicles are leased, shared, refurbished, and recycled to maximize their lifecycle and minimize environmental impact. Mobility providers that embrace these models, offering transparent information about emissions, recycling, and sustainable practices, will resonate most with Gen Z consumers.
To capture the loyalty of Gen Z, automakers and mobility providers must rethink their offerings, platforms, and customer experiences:
Gen Z is not just another customer segment—they are the vanguard of a new mobility paradigm. Their digital-first, sustainability-driven approach is accelerating the shift from ownership to usership, challenging automakers and mobility providers to innovate at every level. Those who listen, adapt, and invest in flexible, integrated, and sustainable mobility solutions will not only capture Gen Z’s loyalty but also future-proof their business for the next era of transportation.
At Publicis Sapient, we help automotive and mobility leaders navigate this transformation—designing digital ecosystems, optimizing customer lifetime value, and building the platforms that will define the future of mobility. The journey from ownership to usership is well underway, and Gen Z is in the driver’s seat.