Dealers, and particularly their sales team, may be interested in a new survey that sheds light on how different generations behave behind the wheel, from blasting music to craving quiet reflection.
The study, commissioned by Ziebart, found that younger drivers (Gen Z) prefer a calmer, more contemplative drive, while older Canadians (Gen X) are far more likely to crank up the stereo. The company had Talker Research survey 2,000 U.S. car owners and conduct the survey online between June 6-12, 2025.
“As a company that’s been in the automotive business for more than 65 years, we wanted a fresh look at how our customers use their vehicles and why they care for them the way they do,” said Thomas A. Wolfe, President and CEO of Ziebart, in a statement.
Ziebart is a company that offers automotive appearance and protection services. Wolfe said the findings of the study reaffirm what they see in their stores every day: “people share an emotional and practical bond with their cars.”
Gen X drivers are the most upbeat: 89 per cent will blast their music, while 18 per cent will give themselves pep talks in the car on the way to work or a big event. Gen Z drivers cherish their alone time in the car: 55 per cent enjoy a silent ride, 43 per cent process long workdays, and 25 per cent nap in their car.
Beyond music, Ziebart also said the average age of the respondents’ vehicles is nine years old. As the age of the vehicle increases, drivers reported concern over rust (26 per cent), paint deterioration (23 per cent), undercarriage damage (22 per cent), and interior leather and fabric deterioration (17 per cent).
