Generation Z, the first cohort of true digital natives, is redefining what it means to move from place to place. While much of the conversation around Gen Z and mobility focuses on urban environments—where shared mobility, public transit, and digital-first solutions are rapidly evolving—the reality for Gen Z in rural and suburban areas is markedly different. Here, the challenges are unique, the opportunities are significant, and the need for innovative, inclusive solutions has never been greater.
For Gen Z, transportation is no longer synonymous with car ownership. Instead, it’s about access, flexibility, and seamless digital experiences. In cities, this has led to a proliferation of mobility options: ride-hailing, e-scooters, integrated mobility apps, and robust public transit. However, in rural and suburban regions, the landscape is more constrained:
Despite these challenges, Gen Z’s values—flexibility, sustainability, and digital integration—remain consistent, regardless of geography. As many in this generation begin to start families and move to less densely populated areas, their expectations for connected, user-centric mobility will only grow.
Gen Z’s preference for usership over ownership is well documented. Subscription models, pay-per-use services, and integrated mobility platforms are gaining traction in cities. In rural areas, however, the lack of alternatives means car ownership often remains a necessity. Yet, even here, the desire for digital-first, flexible experiences persists. Rural Gen Zers want vehicles that are connected, offer personalized services, and integrate seamlessly with their digital lives.
This presents a unique opportunity for automakers and mobility providers: to reimagine the rural mobility experience, not by replicating urban models, but by tailoring solutions to the realities of less densely populated regions.
To close the urban-rural mobility gap, industry stakeholders must embrace new strategies and partnerships:
Consolidating disparate mobility services—public transit, car sharing, ride-hailing, and even local taxi services—into unified digital platforms can simplify the user experience. For rural areas, this could mean apps that coordinate community transport, volunteer driver programs, or on-demand shuttles, making mobility more accessible and responsive to local needs.
Automakers and mobility providers can offer rural-friendly subscription services that bundle vehicle access, insurance, maintenance, and digital connectivity. These models can be tailored for seasonal needs, such as agricultural work or tourism, and can include options for short-term or shared use within communities.
Expanding EV charging networks and integrating them with renewable energy sources is critical for rural adoption of electric vehicles. Utilities and OEMs can collaborate to deploy smart charging solutions that balance grid demand, leverage local renewables, and provide real-time data to users. Community-based charging hubs, supported by digital platforms, can make EV ownership more viable outside cities.
Connected vehicles and mobility apps generate valuable data that can be used to personalize experiences, optimize routes, and even gamify sustainable choices. For rural Gen Z, features like predictive maintenance, usage-based insurance, and eco-driving rewards can add value and foster engagement.
No single entity can solve rural mobility alone. Partnerships between automakers, utilities, local governments, and technology providers are essential. By sharing data, aligning on standards, and co-developing solutions, stakeholders can create interoperable, customer-centric ecosystems that address the unique needs of rural communities.
Utilities are emerging as key players in the rural mobility transformation. By investing in charging infrastructure, modernizing the grid, and leveraging data from charging sessions, utilities can:
To truly bridge the urban-rural divide, mobility solutions must be:
Gen Z’s approach to mobility is a bellwether for broader societal change. As this generation moves into rural and suburban areas, their expectations for digital convenience, sustainability, and flexibility will reshape the mobility landscape. For automakers, utilities, policymakers, and mobility providers, the imperative is clear: invest in digital transformation, foster cross-sector partnerships, and design inclusive, future-ready mobility ecosystems that serve all communities.
The future of rural mobility will be defined by those who can orchestrate seamless, data-driven experiences—delivering not just vehicles or services, but integrated, sustainable solutions that resonate with Gen Z’s values and lifestyles. The opportunity to bridge the urban-rural divide is here. The next generation is ready to move—let’s ensure they have the options they deserve.