Gen Z Car Buyers Prefer Honda And Chevy Over Ford

While a lot has changed over the long existence of the automobile, some things remain the same – including the fact that certain age groups tend to gravitate toward different types of vehicles. A recent study from Insurify helped clarify current trends in that regard by looking at 4.5 million car insurance applications, which the company then used to determine which models each current generation prefers. The results of that study were quite favorable for Ford, which was the top brand among one age group, though not necessarily all of them.

This new Insurify study found that 12.96 percent of Baby Boomers have a Ford in their garage, which is higher than any other make. However, Generation X prefers Chevrolet over Ford with ownership rates of 13.04 percent versus 12.04 percent, though The Blue Oval came in second place. As for Millennials, Ford ranked second among that age group as well, with an ownership percentage of 10.86 percent, behind Chevy at 12.58 percent.

FoMoCo fared slightly worse with Gen Z, touting an ownership percentage of 11.16, which ranks it third behind Honda at 11.64 percent and Chevy at 11.48 percent. Regardless, Ford still ranks ahead of every other brand when it comes to Gen Z, including Toyota, Nissan, Hyundai, Kia, Dodge, Jeep, and Volkswagen. This result is notable given the fact that Ford had just the third-highest market share in the U.S. through the first five months of 2024 at 13.3 percent, trailing GM (16.2 percent) and Toyota (15.2 percent). Regardless, when it comes to individual models, there are some clear differences among these generations, as one might expect.

As for which Ford vehicles Generation Z tends to gravitate toward, The Blue Oval previously revealed that most Ford Maverick buyers either belong to that generation or Millennials, which wasn’t terribly surprising given its low cost of entry. In this particular study, the Ford Fusion also ranked as the ninth most-commonly owned vehicle among Generation Z, in fact, ahead of the Nissan Sentra and behind a variety of other sedans that include the Honda Civic and Accord, the Nissan Altima, Toyota Corolla, Hyundai Elantra and Sonata, and Chevy Malibu.