The traditional roadmap to adulthood (i.e., school, job, car, house) is being redrawn by a generation that grew up with changing economic realities.
According to a new survey commissioned by Mazda North American Operations, nearly 70 percent of Gen Z respondents said they would choose to buy a car over a home, making them 13 percent more likely to prioritize vehicle ownership over homeownership.
For a generation that has watched housing prices climb out of reach, the results of this Mazda survey are understandable, if not unsurprising. What is more interesting, however, is what Gen Z buyers expect once they drop their hard-earned money on a vehicle.
Prime car-buying years
Expectations start inside the cabin
Gen Z is generally defined as those born between 1997 and 2012, making them roughly 14 to 29 years old in 2026. The oldest Gen Zers are now in their late 20s and entering their prime car-buying years, although, like homeownership, they face an uphill battle.
New cars are less attainable than in years past, with the price of a new vehicle hovering at or around the $50,000 mark, the highest in history. Vehicle ownership costs have climbed to the point that a six-figure income might not provide enough breathing room.
In other words, when a vehicle requires a real financial commitment, buyers become more deliberate about what they expect. Those expectations start inside the cabin more than anywhere else for members of Gen Z.
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Cars before houses
Generational patterns that predate Gen Z
Each generation since the Baby Boomers has owned homes at a lower rate than the one before it.
At age 30, the Silent Generation had a homeownership rate of 55 percent, compared to 48 percent for Baby Boomers, 42 percent for Gen Xers, and just 33 percent for Millennials. Gen Z is tracking even further behind, as just over a quarter owned their own home in 2024, well below the rate of Baby Boomers at the same age.
Elevated mortgage rates, student loan debt, and a tight housing supply have given younger buyers fewer options, especially in a difficult job market.
“Some young people are placing less emphasis on owning their own home because they’re prioritizing flexibility, while others continue renting because they can’t afford to buy,” said Redfin Chief Economist Daryl Fairweather, in an analysis about how younger Americans are losing momentum when it comes to buying a house. “Homeownership is still a symbol of success and stability for many Americans, but the nation’s culture is shifting with the economic times.”
A vehicle, even though still expensive, is something members of Gen Z can own more readily than a house. And for a generation that values independence, vehicle ownership carries real weight. It represents the one milestone on that traditional roadmap that still feels within reach, and they are approaching it with specific expectations about what it should deliver.
- What’s Included
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M12 impact driver, hammer drill, 3/8-inch ratchet, charger, two batteries
- Warranty
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5-year warranty on tools, up to 3-year warranty on batteries.
If you’re looking for a great DIY starter kit from Milwaukee, this M12 3-tool combo kit is it. With an impact driver, hammer drill, and 3/8-inch ratchet, along with a 4Ah and 2Ah battery, this kit is a great starting point for projects both at home and on your vehicle.
What Gen Z wants
Safety features and a sound system
Nearly 94 percent of Gen Z respondents cited advanced safety features as important when considering a new vehicle. User-friendly and intuitive technology features were a close second, cited by 93% as the most important aspect in a new car.
Premium sound systems were cited as important by 82% of respondents, while 64% said they judge a vehicle’s overall quality by the sound system alone. Those findings are interesting, given that Gen Z grew up with AirPods, Spotify, and concert-level audio in their pockets. Based on the findings of this Mazda survey, Gen Z doesn’t consider the sound system a luxury add-on but rather a baseline feature.
A message automakers can no longer ignore
As Mazda describes, the results of its latest survey suggest that for Gen Z, vehicle value is defined by a combination of safety, technology, and the in-cabin experience rather than traditional ownership milestones.
In essence, the sentiments of Gen Z are shared by many others, as an earlier Mazda survey found that 76 percent of drivers across all age groups said luxury badges are no longer worth the premium price.
For automakers, the takeaway is straightforward: the buyers entering the market right now are informed, deliberate, and unimpressed by prestige alone. They grew up in an era of technology, and they expect that same standard inside the vehicles they own; vehicles they are now willing to sacrifice other financial priorities, such as homeownership, to drive.


