New research from eBay Advertising reveals that Gen Z and Millennials are embracing DIY car maintenance, upgrades and accessories, with vehicles rivalling holidays and nights out in their spending priorities.
The survey of 1,000 UK car owners found that over two-thirds (67 per cent) of Gen Z and Millennials feel confident buying and fitting parts themselves, compared to just 46 per cent of all respondents. And around a third (32 per cent) of Gen Z and Millennials say they take pride in maintaining their car, versus 24 per cent overall.
For many young drivers, vehicles even take precedence over leisure and lifestyle. Around 42 per cent of Gen Z and Millennials would rather invest in their car than a luxury holiday, compared with 30 per cent of all respondents. The same amount (42 per cent) would prioritise car upgrades over socialising, versus 30 per cent overall.
Young drivers are also more likely to put their vehicles ahead of gadgets, with 41 per cent prioritising cars over new tech purchases compared with 32 per cent overall.
Online marketplaces are now the go-to destination for younger drivers taking a DIY approach to car care. In the past six months, more than a third of Gen Z (36 per cent) bought car-related products on platforms like eBay, compared with 26 per cent of all respondents.
Above price, trust in the platform or brand name is the biggest factor that would influence Gen Z car owners to buy products on marketplaces (39 per cent). Advertising also plays a key role, with nearly half of Gen Z (49 per cent) saying online ads help them discover new car products and brands.
Commenting on the research, Billy Mills, Senior Director of Enterprise Seller Development & Brands, eBay said: “The popularity of DIY car culture among younger drivers is influencing how car parts and accessories are found and bought, with many researching and purchasing online before fitting items themselves.
For sellers and brands, trusted marketplaces and well-targeted ads are key to reaching this audience effectively. By using data-driven insights, they can deliver the right message to the right buyer at the right time – engaging a generation that treats their vehicles as both a practical necessity and a lifestyle statement.”
Share