A new generation of American drivers is not necessarily buying into the Ford lifestyle. According to data from the last two years (4.5 million customer applications from 2023 to 2024), there are some differences by age when it comes to loyalty to brands. For Baby Boomers, it’s still Ford and Chevrolet, and possibly sedans. Generation X is currently more on Chevrolet than on Ford. Millennials like Japanese efficiency and affordability and modern technology. And Generation Z is going even further in its eventual devotion to Honda and Civic, with Hyundai/Kia closing the gap with technologically advanced and affordable vehicles.

Even so, classic car brands still have power. Ford and Chevrolet still resonate with some boomers and seniors, and Toyota and Honda still draw young consumers. The older generation of drivers looks for toughness, towing, comfort, a well-known brand. The younger generation places a premium on affordability, fuel efficiency, touch-screen connectivity and practicality. Drivers continue to buy cars based on family tradition, but the car buying equation increasingly involves lifestyle and economic factors. As the generations change, automakers have to find a way to preserve the qualities that earned them a reputation while grooming a new generation of drivers.

1. Baby Boomers Continue to Favor Ford

Baby Boomers, 6.77 million of them, show a preference for traditional American brands of cars. Ford has the highest percentage at 13 percent, followed by Toyota and Chevrolet, both at 12 percent, Nissan at 10 percent, and Honda at 8 percent. This might seem like an odd place to start, but it is a reminder that for most Boomers, owning a “traditional” American pickup truck is a matter of practicality, reliability, and American design, and is usually vehicles that are not only capable of handling the tough work day-in and day-out, but also offer a comfortable ride and a wide range of engine choices including new hybrid options.

What Drives Boomer Brand Loyalty:

• Ford leads with 13 percent
• Toyota and Chevrolet reach 12%
• Nissan captures 10 percent
• Honda accounts for 8%
• Durability remains a major priority

The Silverado remains popular with Baby Boomers, as well, because of its payload capacity and high towing capability. With its super-duty strength, trailering technologies, and optional torque, it can handle tough jobs and get the weekend projects done. Baby Boomers, along with the American workhorses, also show some interest in premium luxury vehicles. Mercedes-Benz is one of the choices found to be among the top vehicle selections of Boomers, not seen as often among Generation X drivers. This shows the mobility of this particular age group, along with the wealth they control. These dominant models of Ford and Chevrolet, with some luxury choices, say a lot about how vehicles are chosen by this generation.

2. Toyota Camry Remains a Popular Choice Among Boomers

Bigger trucks may reign king in the Baby Boomer garage, but a good sedan is still a practical choice for those who value comfort and reliable transportation. Toyota Camry has consistently found favor with the Baby Boomer demographic due to quiet ride, comfy interior, conservative styling and a trustworthy low-maintenance. With an ideal blend of day-to-day comfort and value-conscious practicality, the Camry remains an attractive alternative to bigger cars and trucks. The Toyota Corolla also provides a worthy entry-level choice for drivers in search of budget-friendly transportation, especially given the vehicle’s proven ability to run for hundreds of thousands of miles.

Sedan Qualities Boomers Appreciate:

• Quiet and comfortable cabin
• Smooth everyday driving experience
• Corolla emphasizes long-term durability
• Modern safety features matter
• Accord offers strong resale value

And there’s still a serious place in the life of older people for the Accord, with its well-defined mix of everyday usefulness, good resale value, and a hint of sportiness. It’s a natural fit with the Camry and Corolla Boomers have got a series of Japanese-sedan options that aren’t full-sized trucks but still bring a tried-and-true owner experience that this generation values. Whether it’s a comfortable, economical Camry, an inexpensive Corolla, or a more versatile Accord, older folks are still interested in classic reliability and a manageable ownership experience it turns out American full-size pickup trucks and Japanese sedans aren’t mutually exclusive with each other after all.

3. Chevrolet Takes the Lead Among Generation X

Generation X is significantly different than their predecessors, Baby Boomers, when it comes to car rankings. Chevrolet has jumped into the number one spot with a 13 percent ownership rate, trailed by Ford with 12 percent, Toyota at 10 percent, Nissan at 9 percent and Honda at 8 percent. Generation X maintains an interest in practical cars that carry a track record, and full-sized pickup trucks are still extremely popular with Ford’s F-150 and Chevrolet’s Silverado leading the pack for those who use their trucks for work and family transport and weekend labor and play.

Generation X Brand Rankings:

• Chevrolet leads with 13 percent
• Ford follows at 12 percent
• Toyota reaches 10 percent
• Nissan captures 9 percent
• Honda records 8 percent

Chevrolet’s dominance shows that the strong popularity of domestic trucks is still ingrained with older drivers in Generation X. Silverado can supply the power needed for towing and other hard work, but the F-150 still offers a variety of different tasks for drivers who want a versatile full-size pickup. Either one can handle the tasks of daily commuter, to family outing to weekend-project warrior. While Chevrolet is No. 1 for brands, Ford is right there too, showing each maker continues to draw some blue-collar truck buyers from the generations before. Their ranks also reveal the ongoing strength of Japanese nameplates even for younger drivers who prefer traditional American utility vehicles.

4. Nissan Altima Appeals to Practical Generation X Drivers

Generation X does not focus solely on full-sized pickup trucks. Many daily drivers serve multiple purposes, with a preference for something efficient and comfortable for everyday commuting and occasional drives with the family. The Nissan Altima provides a consistent level of popularity with the Gen X group by offering a spacious interior, good fuel economy, and a fairly comprehensive list of features. Buyers looking for the extra efficiency of a VC-Turbo engine and the ability to cover daily drives with ease will find the Altima to be a suitable option that offers comfort and functionality without sacrificing the dependability of a vehicle likely to be used for years.

What Makes the Altima Appealing:

• Fuel-efficient daily transportation
• Roomy and practical interior
• Available VC-Turbo engine
• Modern convenience and technology
• Suitable for family commutes

The Honda Accord and the Toyota Camry are still steady options for Generation X drivers who need reliable and long-term driveability. The sedans enhance the Altima by providing a comfortable ride, helpful features and convenient handling for daily errands. The combined popularity of these three models shows that Gen X consumers aren’t always mulling over brand loyalty or size when considering a new car for themselves. Gen X buyers want vehicles that will hold up to a variety of tasks without complicating daily use. They’re picking between pickups and cars with a focus on versatility rather than over-complicated utilities.

5. Millennials Shift Toward Japanese Efficiency

Millennials are adopting a very different attitude about vehicles. Heavy-duty American V8 trucks don’t capture a significant portion of their attention. Instead they’re focused on value, efficiency, and current technology. They want a vehicle that accommodates their life busy life and provides the transportation they need on a daily basis, yet also won’t break the bank. Models such as the Honda Civic and Hyundai Elantra offer a good combination of price, efficiency, and updated technology that Millennials find appealing. The compact size make them great for city life while the storage and fuel economy are everything they need.

Millennial Vehicle Priorities:

• Japanese efficiency gains attention
• Affordable modern vehicle choices
• Compact designs suit urban driving
• Fuel economy remains important
• Technology supports daily convenience

That comfort of riding and strong resale value still matter for Millennials, driving the popularity of models like the Honda Accord and Toyota Camry. For those seeking more eco-friendly rides, model choices like these with hybrids should be of interest to Millennials who need the room for long daily commutes to and from work and city driving more generally. By choosing to focus on model options like the Nissan Altima and Toyota Corolla, Millennials get to balance price, convenience, and usability for their everyday drivability. They also can see how mileage, features, and ownership costs have become major factors for new buyers.

6. Nissan Altima and Toyota Corolla Offer Budget-Friendly Transportation

Budget flexibility also provides part of the answer for why vehicles like the Nissan Altima and Toyota Corolla still draw in customers. The Altima appeals to drivers who want a spacious vehicle with up-to-date driver assistance technology, and one equipped to drive in all four wheels. ProPILOT Assist can make the daily commute easier, and its spacious interior makes it an appealing option for drivers with work and personal commitments to juggle. Altima offers the space, practicality, and effective features to attract the consumer who might otherwise settle for a more expensive ride.

Budget-Friendly Sedan Advantages:

• Altima offers modern technology
• ProPILOT Assist adds convenience
• Available all-wheel drive
• Corolla emphasizes low ownership costs
• Smartphone integration keeps drivers connected

The Toyota Corolla would be an ideal choice for Millennials looking for reliable and utilitarian travel. With its test of time, low running costs, and limited in-vehicle technology, the Corolla is a smart option for drivers who are looking to get the job done without the need for a bigger vehicle or a bunch of add-ons. The Altima and the Corolla are arguably the two most important vehicles available to anyone on a tight budget one outperforms and offers more features while the other remains a simple, low-cost transportation option. For young buyers, they look at affordability as well as functionality to power them through the next phase of their lives.

7. Honda Becomes the Leading Brand Among Generation Z

Gen Z loves Japanese auto brands even more, with Honda taking the top spot among today’s youngest drivers. Ease of affordability and appearance will be key attributes to look for as younger drivers get behind the wheel during economic challenges. Honda Civic continues to lead among newer drivers because of its latest design, as well as top fuel economy and seamless smartphone integration. Its small footprint makes it perfect for high volume parking lots and city driving, which is why the brand is so favored among younger generations.

Why Gen Z Chooses Honda:

• Honda leads Gen Z preferences
• Civic remains a popular choice
• Affordable pricing matters
• Fuel economy attracts younger buyers
• Smartphone connectivity adds convenience

For styling, functionality, and the day-to-day sensibility that characterized a majority of their tastes and automotive wants, some Gen Z consumers turn to Honda Civic. Its size makes it easier to steer in tight city streets. Its economy level makes it a reasonable daily driver that can also handle the occasional road trip to visit family or friends over a weekend. The Honda name resonates with the generation that wants to be plugged in as they drive. Honda’s quality builds, Japanese driving experience, and financial sensibility come together to meet the Gen Z drivers’ criteria to have a “relatively decent life,” without what is considered unnecessary or unneeded burdens or expenses.

8. Honda Accord and Toyota Camry Attract Younger Buyers

In addition to the Honda Civic, Japanese engineering is a favorite among a number of popular sedans for 2018. The Honda Accord represents a roomier, more grown-up alternative to the Honda Civic. The model maintains sleek styling, offering tons of interior space and hybrid power, catering to the desires of some younger drivers who like affordable and reliable transportation that is also environmentally friendly. The Toyota Camry has undergone a major styling overhaul, making it a very attractive vehicle for a younger demographic, offering low mileage costs and extended reliability.

Japanese Sedans Gaining Attention:

• Accord offers generous interior space
• Hybrid power supports efficiency
• Camry receives modern styling
• Corolla emphasizes dependable transportation
• Infotainment supports digital lifestyles

The Toyota Corolla, which is usually targeted at older buyers, also brings younger motorists in with hybrid mpg and appealing infotainment. Its system enables driving music and social feeds while in a piece of transportation that’s as straightforward as it gets. The Civic, Accord, Camry and Corolla show how the Japanese automakers have become particularly appealing to younger consumers while they all provide their own unique mix of size, styling, technology and efficiency, consumers tend to gravitate toward them, no matter what their needs may be. And it’s another case of the trend toward vehicles that combine, basically, the best of modern life with normal, reliable ownership.

9. Hyundai and Kia Expand Their Market Presence

While Japanese makes tend to garner the most interest from younger drivers, Korean brands are also making headway in the U.S. The Hyundai brand is the sixth most popular overall brand (across all generations we measure), and their vehicles account for around 10 percent of the overall marketshare of all our surveyed generations. More than any other brands, Hyundai and Kia are leveraging technology-packed, affordable lineups to appeal to drivers of all ages (Kia made its way onto the list of best-selling models overall this year). The Hyundai Elantra, for example, is also a popular choice among Millennials who want techy, well-equipped vehicles without losing them outside their budgets.

Korean Brands Build Momentum:

• Hyundai ranks sixth overall
• Kia strengthens market presence
• Combined market share reaches 10%
• Technology attracts younger buyers
• Value remains a major advantage

The popular status of Hyundai and Kia is part of a larger trend in the automotive industry. Younger drivers are less likely to judge a car solely by the brand and more likely to look at things like cost, connectivity, and efficiency. The fact that Hyundai is also among the most popular car brands for all generations demonstrates that the Korean automakers’ reach isn’t restricted to one age group. Their significant market share just shy of 10 percent between the two Korean automakers indicates that they’re finding other ways to be a competitive auto manufacturer as U.S. automakers face increasing competition from other brands.

10. Brand Loyalty Connects Generations but Preferences Are Changing

Although the gap is widening, brand loyalty to the car brands seems to be handed down to generation to generation by the family cars. Younger age group vehicles brand considerations can be affected by their parent or family’s used brands and models. Ford and GM’s Chevrolet brand is still relevant when it comes to American consumers, and Toyota and Honda still appeal to age groups in some capacity. As technology advances, the younger group of the population is looking at brands based on fuel economy, price, technology, and ease of use from an everyday perspective.

The Changing Automotive Landscape:

• Family habits influence brand loyalty
• Ford and Chevrolet remain relevant
• Toyota and Honda cross generations
• Technology shapes younger preferences
• Value drives changing decisions

The contrasts between the generations only shed light on the shifts in priorities for the industry. Baby Boomers and Generation X are still interested in American trucks and reliable Japanese cars Millennials and Gen Z are willing to forego the extra comforts in lieu of efficiency, a lower price point and connectivity. But even the tech-centric younger generations aren’t abandoning automakers altogether brand loyalty isn’t dead, it’s just that today’s buyers are basing more of their decisions on lifestyles and bottom lines. Auto manufacturers will have to break the mold and blend what buyers have come to expect the same ruggedness and durability of the past, along with the focus on technology, connectivity and affordability.