Gen Z reports higher trust in dealers than other generations
Unlike other generations, Gen Z ranks dealers as a top five most trusted resource while searching for vehicles.
How much do you trust each of the following sources of information to provide accurate information throughout the car buying process? Respondents to answer 'Somewhat Trustworthy' or 'Very Trustworthy'
| Gen Z | Millennials | Gen X | Boomers+ | |
| #1 Most Trusted |
My own past experiences (71%) |
My own past experiences (85%) |
My own past experiences (86%) |
My own past experiences (88%) |
| #2 Most Trusted |
Manufacturers (e.g. Ford, Toyota) (68%) |
Online reviews (77%) |
Word of mouth (77%) |
Word of mouth (73%) |
| #3 Most Trusted |
Word of mouth (67%) |
Manufacturers (76%) |
Manufacturers (76%) |
Manufacturers (68%) |
| #4 Most Trusted |
Online reviews (65%) |
Word of mouth (75%) |
General online searches (67%) |
General online searches (62%) |
| #5 Most Trusted |
Car dealers (62%) |
General online searches (74%) |
Online reviews (66%) |
Online reviews (61%) |
Among Car Buyers by generation; Scaled question