The mobility landscape is undergoing a profound transformation, driven in large part by the emergence of Gen Z as a key consumer group. Unlike previous generations, Gen Z—digital natives born between the mid-1990s and early 2010s—are redefining what it means to move from point A to point B. For them, the car is no longer the default symbol of freedom or status, but one option among many in a rapidly expanding ecosystem of mobility solutions. This generational shift is reshaping the expectations, preferences, and behaviors that will define the future of transportation—and presents both challenges and opportunities for automakers and mobility providers.
Gen Z’s approach to mobility is fundamentally different from that of their parents and grandparents. The traditional model of car ownership is giving way to a usership paradigm, where access, flexibility, and convenience take precedence over possession. Several factors are driving this shift:
The result is a marked decline in car ownership among young adults, with a corresponding rise in the use of shared and on-demand mobility services. For automakers, this means rethinking business models to prioritize access over ownership, and developing flexible, scalable offerings that meet the evolving needs of this generation.
Gen Z’s mobility preferences are shaped by their expectation for integrated, digital-first experiences. They want the ability to plan, book, and pay for journeys across multiple modes of transport—public transit, ride-hailing, car-sharing, e-scooters, and more—through a single, unified platform. The proliferation of mobility-as-a-service (MaaS) solutions is a direct response to this demand.
Innovative business models are emerging, consolidating previously disparate services into holistic platforms. These platforms not only offer convenience and cost savings, but also align with Gen Z’s values around sustainability and digital empowerment. For example, apps that combine public transport, car sharing, bike rentals, and taxi services are gaining traction, especially in urban environments where flexibility and environmental impact are top priorities.
For automakers and mobility providers, the imperative is clear: invest in digital ecosystems that deliver seamless, personalized, and data-driven experiences. This means integrating third-party services, leveraging connected vehicle data, and continuously evolving offerings to stay relevant in a fast-changing market.
Sustainability is not a trend for Gen Z—it’s a baseline expectation. This generation is acutely aware of the environmental impact of transportation and is actively seeking out eco-friendly options. However, barriers remain, particularly around the cost and convenience of electric vehicles (EVs) and the availability of charging infrastructure.
To capture Gen Z’s loyalty, automakers must go beyond simply offering EVs. They need to:
While Gen Z’s mobility preferences are most visible in urban centers, it’s important to recognize the diversity within this generation. In rural areas, where public transport and shared mobility options are limited, car ownership remains a necessity. However, even here, digital expectations persist—vehicle owners will increasingly demand connected features, digital services, and seamless integration with their broader digital lives.
To succeed in this new era, automakers and mobility providers must:
Gen Z is not just another consumer segment—they are the vanguard of a new mobility culture. Their preferences for usership over ownership, integrated digital experiences, and sustainability are setting the agenda for the future of transportation. For automakers and mobility providers, the challenge is to move beyond traditional models and embrace a future where mobility is flexible, digital, and sustainable. Those who adapt quickly and authentically will not only capture the loyalty of Gen Z, but also position themselves for long-term success in a rapidly evolving landscape.
At Publicis Sapient, we help organizations navigate this transformation—combining deep industry expertise, digital innovation, and a relentless focus on customer experience to shape the future of mobility. The journey has just begun, and Gen Z is in the driver’s seat.