The classic American car versus Japanese import debate shows that automotive preferences are shifting from one generation to the next. Baby Boomers are still turning to Ford (excluding cars for all generations), but Chevrolet is popular among Generation X drivers, and Honda is the most popular among Gen Z. Financial situation and status plays a role in American purchasing decision as well, with luxury brands like Mercedes-Benz showing up more frequently among older drivers and Hyundai and Kia not far behind-suggesting that affordability, dependability, fresh styling, and utilitarian ownership are of more importance to American drivers than ever before.

Interestingly, younger generations aren’t shunning the traditional car culture. Though modern vehicles get criticized these days for similar styling, Gen Z is already more into unique classic car models. According to a 2024 survey by Hagerty, 60 percent of Gen Z people are interested in owning a classic car, and 77 percent say they enjoy driving. There’s a similar trend for others like the Mazda Miata, BMW 325i, Chevrolet GMT400 pickup and Honda Civic Del Sol. At the end of the day, the generation gap isn’t about choosing a Ford over a Japanese import it’s about shifting priorities around value, self-identity, dependability and the ride.

1. Baby Boomers Keep Ford at the Top

The strong American presence in Baby Boomer garages. From iconic Ford to foreign-born Japanese, Baby Boomers have made sure their roots run deep in American automotive history. With 13 percent of owning one, Ford is the favorite of Boomers, standing as their number-one choice. Second place belongs to the Japanese auto giant Toyota, with 12 percent of Boomer garages. Chevrolet stands alone at 12 percent as well. Ten percent of Boomer garages have Nissan, while Honda brings up the rear with 8 percent. The findings speak to what most of us already knew-that Baby Boomers are hot on their history. American, domestics, and the ones that started out here have an edge with this bunch.

Baby Boomer Brand Ownership Breakdown:

• Ford leads with 13 percent
• Toyota holds 12 percent
• Chevrolet also reaches 12 percent
• Nissan captures 10 percent
• Honda rounds out at 8 percent

Between the Baby Boomers, Ford remains the top of American roots. With 13 percent, the brand is the highest of the American brands of Toyota and Chevrolet both of 12 percent. While the American brands are important, Japanese brands, including Nissan and Honda, are still holding firm with brands already established with older American drivers. Ford having finished at the top on this list, however, means they have defined the loyalty of the brand for the generation. The results show that the experience and the reasons for purchasing the car continue to influence the choices. An American is not only for the Boomers but is also still not the first choice.

2. Generation X Puts Chevrolet Ahead of Ford

Generation X tips the scale just a bit in favor of another domestic powercrat. Chevy remains the most popular domestic automaker among Gen X drivers, with the current brand being owned by 13 percent. Ford is in second for the Gen X crowd with a 12 percent market share and Toyota sits at 10 percent. The slight contrast between the Boomers and Gen X points to differences in the average daily habits or personal encounters with these American classics for a specific timeframe in history. Only Ford has stuck around, but Chevrolet managed to ultimately leap ahead of it for the first time among Gen X drivers.

Generation X’s Favorite Automotive Brands:

• Chevrolet leads with 13 percent
• Ford follows at 12 percent
• Toyota records 10 percent
• Nissan reaches 9 percent
• Domestic brands remain influential

No variation among these brands is greater among these brands than it is among these two generations. Yet the implications of this graph hold a valuable lesson as we compare these two generations of vehicle owners. While these differences are subtle, each can tell us quite a bit about these two generations. For instance, the fact that Baby Boomers still prioritize Ford, while Generation X prefers Chevrolet a difference of just one percentage point shows how important domestic cars are as an acquisition for each generation. Both Toyota and Nissan, two Japanese auto makers, also enjoy impressive ownership shares.

3. Mercedes-Benz Reflects Baby Boomers’ Luxury Preferences

What stands out, though, is the luxury versus economics of the list. For example, where Baby Boomers appear as the top selection of several vehicles in the list, Mercedes-Benz doesn’t even make the selection of the top cars within the list of Gen X choices. Since Baby Boomers represent a more confident economic position among many selecting a vehicle, this translates into their choices being more financially justified. Whereas Baby Boomers are able to comfortably make luxury and status counts within ownership, other generations deal with different economic and lifestyle needs.

The Luxury Preference Divide:

• Mercedes-Benz attracts Baby Boomers
• No top Gen X preference
• Boomers control significant wealth
• Younger drivers face economic pressures
• Financial stability influences choices

The three luxury vehicles on the list from Mercedes-Benz reflect an interesting divide on luxury vehicles ownership. For instance, the absence of Mercedes-Benz from the Gen X ranks indicates that priorities in purchasing a vehicle may change as a higher or lower cost of living develops or where higher or lower paychecks are available. Between Baby Boomers, they tend to have control over a higher amount of money that permits them to explore more luxury vehicles than those in subsequent generations. This does not mean that everyone will follow the same pattern, but the addition of the brands to a list shows that attitude toward spending affects vehicle choices.

4. Gen Z Puts Honda at the Front

Now, a shift begins to take a more wild turn foreign badge engineering. Honda takes the top spot among all the brands for Gen Z. This is quite a change from the preferences of older cohorts, who lean heavily to in-Badged Detroit and domestic vehicles. The type of ownership priorities that come out on top, lean heavily to long-term value, reliability and unrepentant cost-effectiveness. Clearly the younger demographic behind the wheel would rather have an affordable car than a status symbol. Here is how they choose to navigate the world of everyday expenses They want economical ownership. And they don’t care if the car is ‘badged’ as Honda.

Why Honda Appeals to Gen Z:

• Honda ranks first among Gen Z
• Long-term value matters
• Reliability influences buying decisions
• Economic practicality takes priority
• Foreign brands gain popularity

Honda’s position as the favorite among Gen Z is yet another indication of the transformation occurring within America’s automotive selection. While the preceding generation may have had a strong affinity to known domestic makers, the current generation is likely thinking of ownership as a financial thing with reliability being a contributing factor. Honda appears to have hit the sweet spot of everyday benefits that younger drivers are considering when they purchase a car. This changing acceptance of Japanese brands in the younger generation is also shown in the automaker’s top position in our survey, as they are no longer automatically gravitating towards their traditional Detroit preferences.

5. Millennials and Gen Z Still Consider American Brands

But even with Japanese imports leaping ahead, American manufacturers are still very prominent. Chevrolet and Ford are still major players for both Millennials and Gen Z but there is a growing recognition of Japanese vehicles in general. While Gen X relies on more tried-and-true vehicles such as the Ford F-Series and Toyota Camry, Millennials have a penchant for more fuel-efficient, newer models such as the Honda Civic and Hyundai Elantra. And though they’re not completely turning away from American brands altogether, it’s clear that their buying decisions reveal a broader variety of domestic and international automakers, and that newer, fuel-efficient vehicles matter more.

Changing Preferences Across Younger Generations:

• Ford and Chevrolet remain contenders
• Japanese models gain acceptance
• Gen X favors Ford F-Series
• Toyota Camry remains practical
• Millennials prefer efficient sedans

Over the past few decades, the auto industry has broadened. Ford and Chevrolet remain popular among youths, but Japanese manufacturers have expanded their base. Generation X car owners value reliable, comfy vehicles like the Ford F-Series and Toyota Camry, while Millennials flock to eco-friendly and trendy vehicles such as the Honda Civic and Hyundai Elantra. With the different attitudes toward car ownership, based on practicality and price point, it’s clear that the family auto is trending. American companies are still competing, but they are not the sole options anymore consumers are choosing between a wider variety of local and foreign brands.

6. Hyundai and Kia Expand Their Market Presence

Beyond the usual top five, though, the market is changing the game in what we all buy, no matter what the year of our birth. For each of the surveyed U.S. generations, Hyundai takes the sixth position among all brands. And both Kia and Hyundai have gained a good share of the market in recent years. Those two brands now make up a combined total market share of 10 percent, showing that affordable, stylish cars are beating the market all across the board. That is a significant rise for those brands, and a sign that the traditional best brands are no longer the only ones that are being bought.

Hyundai and Kia’s Growing Influence:

• Hyundai ranks sixth overall
• Kia also gains market share
• Both brands show substantial growth
• Combined market share reaches 10 percent
• Affordable designs attract buyers

The fact that Hyundai has maintained the same sixth-place rank throughout the generations surveyed is proof that it is succeeding well with a very widespread segment of the American car-buying public. Kia is also posting solid numbers along with Hyundai, and together they have about 10 per cent of the whole market. That is a noteworthy percentage because it is clear that the demand for less-expensive cars with more flamboyance is growing, and it is especially impressive since it would seem at least to some segment of the population that they would have to settle for a traditionally stylish make or model instead of looking to lesser-known manufacturers.

7. Brand Loyalty Continues Across Generations

In the end, the result is a strong indication of the intergenerational impact of auto-brand choice dad’s brand choice for his car determines his son’s choice for his car. For example, one thing that remains consistent is the influence of such mainstays as Honda and Toyota and their strong, indeed enormous, share of customers in all age groups. Whether it’s economics, the need for vehicles that are able to accommodate families or parentas driving parentas’ cars that influence these choices, the vehicle brands being driven reflect the evolution of the American vehicle fleet per generation.

What Keeps Automotive Brand Loyalty Strong:

• Parents influence children’s preferences
• Toyota remains widely popular
• Honda attracts multiple generations
• Practical needs shape ownership
• Economic factors affect decisions

Engagement and brand loyalty still have a place in American culture, even as the younger generations tend to have different tastes. If your parent or parent’s car is still a running member of the family, then the brand of that vehicle is more likely to go on to be the preferred manufacturer of your car before you even purchase. Despite how popular each of the brands that we already use as an example, the brands of Honda and Toyota seem to fall in demand for a variety of generations and then has to adapt to the broader changing economic and practical needs.

8. Modern Cars Are Starting to Look Too Similar

Just take a look at any modern-day parking lot, or the latest highway traffic jam, and you’ll realize a strange new trend in today’s car design. Modern cars are becoming more alike than ever before. A Honda CR-V is fast becoming a dead ringer for the Hyundai Tucson a BMW X5 for an Alfa Romeo SUV. This proliferation of cookie-cutter styling and appliance-like uniformity is likely to be just what the next bunch of car guys will love about the old cars instead. As new cars come to look more and more alike, old cars are rapidly gaining their own personalities.

Why Classic Cars Stand Apart:

• Modern designs appear increasingly similar
• Honda CR-V resembles Tucson
• BMW X5 mirrors Alfa Romeo SUV
• Cookie-cutter styling attracts criticism
• Classic vehicles offer individuality

With so many modern cars looking more and more alike, some enthusiasts could be turning to older cars. Thanks to examples like the comparison between the Honda CR-V and Hyundai Tucson or the BMW X5 and Alfa Romeo SUV, there may be an attitude that the modern showrooms lack the visual variety enjoyed by older cars. That type of convenience makes it harder for some modern cars to be that much more than just appliances on four wheels. Classic cars help because their style options tend to give them a more identifiable personality. Those wanting for something more may be turning to older cars, which could prepare for a change of generations.

9. Gen Z Is Surprisingly Interested in Classic Cars

But new data from Hagerty’s 2024 “Future of Driving” survey offers a fascinating glimpse into this newer trend. Hagerty, which is headquartered in Traverse City, Michigan, conducted the survey with One Poll, asking 2,006 Americans about their long-time relationship with vehicles and driving. And the results turn many traditional assumptions about this phenomenon on their head. As many as 60 percent of Gen Z respondents said they are “interested in owning a classic car,” which is nearly double the percentage of Baby Boomers who expressed the same interest. Plus, a huge 77 percent of Gen Z respondents also said they “love or like” driving confirming that the younger generation is truly excited about cars.

Gen Z’s Growing Classic Car Interest:

• Hagerty surveyed over 2,000 Americans
• Survey conducted during 2024
• Sixty percent want classic cars
• Interest nearly doubles Baby Boomers
• Seventy-seven percent enjoy driving

The Hagerty survey puts a dent in the notion that younger generations are losing interest in the car culture. According to its results, 60 percent of Gen Z respondents are interested in owning a classic car, almost double the number of Baby Boomers who are interested. The survey also revealed that 77 percent of respondents have a positive or very positive feeling about driving. The information indicates that younger car enthusiasts are not just interested in looking at cars online, they actually turn out for car shows, work on cars in garages, learn how to drive a stick, and would rather drive a car than “get around.”

10. Classic Cars Give Younger Drivers a Stronger Connection

So if you step back and look at what’s so seductive about older and analog equipment, here is where the puzzle suddenly clears up. A 21-year-old BMW 325i-a small, driver-focused manual with a close mechanical connection to the road that modern electronics can’t copy-may require the replacement of things like a fuel level sender or AC compressor at some point in the future, but for the most part will be a delight to live with. Hagerty’s data also reveal that the most popular classic models Gen Z drivers are actively insuring are 1990 to 1998 Mazda Miatas. Millennials are strongly oriented towards classic old-school Chevy GMT400 pickups. Whether it’s a Miata, a GMT400, or a Honda Civic Del Sol, its something with a strong personality.

The Classic Models Younger Drivers Prefer:

• BMW 325i offers manual engagement
• Mazda Miata attracts Gen Z
• Millennials favor Chevy GMT400 pickups
• Honda Civic Del Sol stands out
• Analog cars offer mechanical connection

For other classic vehicle owners, they demand something a bit more special. They drive something that has a more rudimentary mechanical feel and is more engaging to drive. There’s no substitute for a 21-year-old BMW 325i, for instance, with its presumably minimal and well-sorted performance-focused manual gearbox. Even though they may need something fixed such as the fuel level sender or AC compressor, those parts are easy to live with. Hagerty also uncovered a 1990-98 Mazda Miata as a Big Hit in the Gen Z age bracket and older Millennials prefer retro C20s with a star-shaped nose. They just want to be different.