Which car brands are most successful among Generation Z?

Manufacturers that are investing more in electric cars and digital initiatives stand out among younger audiences

The car brands that invest the most in electrification are the most successful among the so-called Generation Z. That was the main finding of a study conducted by AdAge and Harris Poll at the request of the automotive news site. In the survey, five automakers made it into the top 20.

The survey ranked the different brands according to the degree of wealth change among Generation Z (18 to 24-year-olds). In other words: how much the young American public's perception of the company has changed from quarter to quarter.

The most successful car brand for Generation Z is BMW. The German automaker ranked fourth in the overall ranking. Fifth, Volvo Cars emerged. Subaru (#7), Cadillac (#17) and Mini (#19) complete the list of manufacturers most admired by young people.

Generation Z Electric Vehicle Boost

For Harris Poll CEO Will Johnson, car brands are in the Gen Z top 20 because of their level of electrification. "Electric vehicles are generating a lot of momentum," he said.

Coincidentally, the moves of the leading automakers in the study's rankings suggest this. BMW reported in January that it would invest $700 million in producing electric cars in the United States. Volvo also maintains a strong electric offensive with the recent launch of the EX90.

But engagement with younger audiences, whether through ambassadors or digital initiatives, will also make a difference. YouTuber Andrew Huang created a song with car noise as part of his marketing for the Volvo XC60 hybrid.

Meanwhile, Cadillac, GM's luxury brand, launched a campaign for the Celestiq EV with Lenny Kravitz in October. The initiative has video of the singer-songwriter going beyond futuristic by designing his own version of the electric coupe in an art installation in Los Angeles.

BMW Group's Mini ran a social media promotion for the 2023 Mini Cooper S E in a campaign dedicated to polar bears with a new white paint job. The British brand called on consumers to suggest names for the campaign's colors and mascot.

In its annual "Share the Love" campaign, Subaru took action in 2022, raising $25.5 billion for four charities.

BMW itself has signed a new AirConsole gaming platform agreement to integrate gaming into the multimedia centers of its cars.

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