ANC Podcast Replay: Dec. 26, 2025 | Google’s Nisha Hariharan on Gen Z car buyers
About this episode
Insights from Google’s Nisha Hariharan reveal how Gen Z, the first digital native generation, approaches car buying. With a focus on online research, they prioritize tech features, exterior styling, and value for money, often leaning towards new electric vehicles. The discussion highlights their unique buying journey, emphasizing the importance of digital creators and the blend of online and in-person dealership experiences. Nisha also shares how automakers can effectively reach this demographic by showcasing their brand's unique qualities and engaging with Gen Z's preferences.
In this replay of the May 30, 2025 episode, Google Strategic Insights Lead Nisha Hariharan offers some insight into Gen Z car buyers. She tells us who they are, what they want and need, and most importantly, how they shop for new vehicles.
Gen Z
"So, Nisha, how do Gen Z's view the car ownership of Journey..."
Gen Z is the group of people born in the late 1990s to early 2010s. They are used to using phones and computers for almost everything.
Gen Z refers to the cohort born roughly between 1997 and 2012, now aged 13–28. They are the first generation to grow up with digital technology from childhood.
digital first generation
"First off, they are digital first and tech savvy. They're researching online..."
People from Gen Z usually start by looking online for information and reviews before they even visit a dealership.
A generation that prioritizes digital tools and online experiences in all aspects of life, including car shopping.
online research
"They're researching online, watching videos, and getting information digitally."
Before buying a car, Gen Z people often read reviews and watch videos on the internet to learn about different models.
The practice of gathering information about vehicles through internet searches, reviews, videos, and forums before making a purchase decision.
automatic parking
"On valuing tech features, like automatic parking, some of the fun stuff you see in cars these days..."
Automatic parking lets the car park itself, so you don't have to steer into a tight space.
A vehicle feature that uses sensors and software to park the car automatically, often in tight spots or parallel parking situations.
new EV brand
"...and is much more likely to be open to a new EV brand."
New EV brands are companies that make electric cars and have started selling them recently, like Tesla or newer startups.
A manufacturer that produces electric vehicles and is relatively new to the market, often competing with established automakers.
pure electric OEM
"They are 40% more likely to be interested in and consider a new and pure electric OEM."
A pure electric OEM makes cars that run only on batteries, not gasoline.
Original Equipment Manufacturer that produces vehicles powered solely by electric motors, with no internal combustion engine option.
fuel economy
"So, fuel economy seems to also matter to most demographics, but Gen Z seems particularly driven by this."
Fuel economy means how far your car can go on one tank of gas. A higher number means you don't have to refuel as often.
Fuel economy refers to how efficiently a vehicle uses fuel, typically measured in miles per gallon (MPG) or liters per 100 kilometers. It indicates the amount of fuel needed to travel a certain distance.
BMW
"But where it does get really interesting is the fact that they are also 62% more likely to have considered a luxury car like a BMW during the buying journey."
BMW is a German car company that makes fancy, high-performance cars. They’re known for smooth driving and stylish design.
BMW is a German luxury automobile manufacturer known for performance-oriented vehicles and advanced engineering. The brand offers a range of sedans, coupes, SUVs, and electric models.
luxury car
"But where it does get really interesting is the fact that they are also 62% more likely to have considered a luxury car like a BMW during the buying journey."
A luxury car is a fancy, well-built vehicle that usually costs more than regular cars and has extra features like leather seats and advanced gadgets.
A luxury car is a vehicle that offers superior comfort, performance, and premium materials compared to mainstream models. They often feature advanced technology and high-end interiors.
affordable luxury
"But it really highlights this idea of affordable luxury and what they define as value for money."
Affordable luxury means buying a fancy car that still costs less than the most expensive models, so you get style and quality without paying a fortune.
Affordable luxury describes vehicles that offer premium features, brand prestige, and high quality at a price point lower than traditional luxury models. It appeals to buyers seeking status without extreme cost.
Nissan
"O'Neill Nissan, a dealership in Newfoundland, their top video on YouTube has over 100,000 views."
Nissan makes cars that people drive every day, like the Altima and Rogue. They’re a big brand in many countries.
Nissan is a Japanese automotive manufacturer known for models like the Altima, Rogue, and Leaf.
Kia
"Kia Brandford is another example here in Ontario. They've got over 150,000 subscribers on YouTube just higher than the population of Brandford itself."
Kia makes cars that are affordable and reliable, like the Soul and Sportage. They’re popular in many markets.
Kia is a South Korean automaker that produces vehicles such as the Optima, Soul, and Sportage.
vehicle walkthroughs
"These dealerships are doing vehicle walkthroughs, highlighting promos and sales and I've seen that Kia Brandford even has their own podcast."
A vehicle walkthrough is like a guided tour of a car, showing its inside and outside so people can see what it looks like before buying.
A vehicle walkthrough is a video or in-person tour that showcases a car’s features, interior, and exterior details to potential buyers.
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