Gen Z is leading a shift toward AI agent-powered car buying and maintenance, according to Salesforce research, with 74% stating they’d like AI agents to tell them the best time to buy based on price fluctuations, deals, or incentives.

Why it matters: As the first generation of digital natives become first-time car buyers and lessees, expectations for personalized, digital-first technology — and concerns over prices, existing buying and leasing processes — are poised to disrupt the industry. For automotive CIOs and leaders, understanding and acting on these generational shifts is crucial for developing successful customer engagement and product development strategies. 

Driving the news:

• Gen Z is more likely than older generations to use AI to research cars and find the best deals, according to ‌Salesforce data.
  • 79% of Gen Zers want AI agents to find and recommend the best car for their needs, compared to 58% of baby boomers.
  • 68% of Gen Zers and 71% of millennials want AI agents to suggest the best financing options, compared to 53% of baby boomers.
  • 74% of Gen Zers want AI agents to tell them the best time to buy, based on price fluctuations, sales, etc. compared to 53% of baby boomers.
• Younger generations are also more open to AI-powered maintenance solutions, such as predictive diagnostics and automated scheduling.
  • 67% of Gen Zers want agents to automatically schedule service appointments for them, compared to 39% of baby boomers.

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• This desire to lean on technology first may stem from Gen Zers having a harder time finding a car that suits them and knowing the best time to buy it.
  • 39% of Gen Zers say they’d delay or cancel buying a car due to difficulties choosing the right vehicle, compared to only 21% of baby boomers.
  • 37% of Gen Zers say they’d delay or cancel buying a car because they’re unsure of the right time to buy amid price fluctuations, compared to 27% of baby boomers.
• However, Gen Z is more trusting of AI than older generations.
  • ​​71% of Gen Zers believe AI agents will make car maintenance easier, compared to 49% of baby boomers.
• Gen Z is also leading in knowledge about non-AI innovations:
  • 69% of Gen Zers are familiar with the term connected car, compared to 39% of baby boomers. Connected features matter more to younger gens, too. 
  • 71% of Gen Zers are familiar with the term software-defined vehicles, compared to 25% of baby boomers
  •  72% of Gen Zers have heard of mobility, or mobility-as-a-service, compared to just 18% of baby boomers.
  • Gen Zers are also nearly twice as likely than baby boomers to want to use innovative payment options, such as subscription payment plans.
  • Compared to only 21% of baby boomers, 40% of Gen Zers prefer subscription pricing for advanced driver personalizations like adaptive cruise control settings based on driving habits, personalized head-up display, or customized sensitivity levels for safety features. 

What they’re saying:

• “This research shows how quickly the landscape is changing for automotive manufacturers, dealers, and captive finance companies,” said Achyut Jajoo, SVP & GM of Salesforce’s Automotive Cloud. “Demand for personalized, efficient customer experiences across every stage of the car buying and ownership experience will drive many to seek AI agents as a solution.”

Demand for personalized, efficient customer experiences across every stage of the car buying and ownership experience will drive many to seek AI agents as a solution.

Achyut Jajoo, SVP & GM of Salesforce’s Automotive Cloud

Between the lines: Salesforce’s research reveals a significant opportunity for businesses to leverage AI to meet the evolving needs of younger car buyers. By offering agentic AI solutions that simplify the car buying process, provide personalized recommendations, and automate maintenance tasks, companies can cater to Gen Z’s preferences and build lasting relationships with this tech-savvy generation. 

• “With Agentforce, the agentic later of the unified Salesforce Platform, building on Automotive Cloud, an app that integrates vehicle, telemetry, customer, and financial account data into a single model to power a digital workforce of agents, automotive companies can personalize buying and driving experiences as well as optimize service,” said Jajoo. “This builds trust with younger customers — all without adding significant operational costs.”

What’s next: Salesforce is partnering with leading companies like Goodyear to deliver innovative customer experiences powered by AI agents. With Agentforce and Automotive Cloud, for example, businesses can create personalized digital showrooms, provide AI-powered recommendations, and automate service scheduling.

Go deeper:

• Find more automotive research insights
• Visit the Salesforce Stat Library and find more generational consumer perspectives about AI