For many young drivers, cars aren’t just transport – they’re a lifestyle investment. New research from eBay Advertising reveals that Gen Z and Millennials are embracing DIY car maintenance, upgrades and accessories, with vehicles rivaling holidays and nights out in their spending priorities.
The survey of 1,000 UK car owners found that over two thirds (67%) of Gen Z and Millennials feel confident buying and fitting parts themselves, compared to just 46% of all respondents. And around a third (32%) of Gen Z and Millennials say they take pride in maintaining their car, versus 24% overall.
Cars before holidays: Young drivers prioritise vehicles over social spend
For many young drivers, vehicles even take precedence over leisure and lifestyle. Around 42% of Gen Z and Millennials would rather invest in their car than a luxury holiday, compared with 30% of all respondents. The same amount (42%) would prioritise car upgrades over socialising, versus 30% overall.
Young drivers are also more likely to put their vehicles ahead of gadgets, with 41% prioritising cars over new tech purchases compared with 32% overall.
Marketplace mentality: Trust, value and ads steer young buyers
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%) bought car-related products on platforms like eBay, compared with 26% 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%). Advertising also plays a key role, with nearly half of Gen Z (49%) saying online ads help them discover new car products and brands.
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.
– Billy Mills, Senior Director of Enterprise Seller Development & Brands, eBay
