America’s Favorite Car Brands, by Generation

America’s Favorite Car Brands, by Generation

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Brand preferences often differ between generations, but does this hold true when it comes to cars?

To find out, we visualized data from Insurify to reveal America’s favorite car brands, by generation. The color of each brand corresponds to its nationality (American, Japanese, etc).

To come up with this ranking, Insurify analyzed car ownership rates across each generation based on 4.5 million customer applications between 2023 and 2024.

Data and Key Takeaways

The data we used to create this graphic is listed in the tables below, starting with Baby Boomers and Gen X.

Rank	Baby Boomer	Boomer Ownership Rate	Gen X	Gen X Ownership Rate
1	Ford	13%	Chevrolet	13%
2	Toyota	12%	Ford	12%
3	Chevrolet	12%	Toyota	10%
4	Nissan	10%	Nissan	9%
5	Honda	8%	Honda	8%
6	Hyundai	6%	Hyundai	6%
7	Kia	6%	Kia	5%
8	Dodge	4%	Dodge	5%
9	Jeep	4%	Jeep	4%
10	Mercedes-Benz	2%	GMC	3%

Brand preferences between these two cohorts is largely the same, though Boomers prefer Ford while Gen X prefers Chevrolet.

Boomers also stand out with their #10 choice, Mercedes-Benz. They’re the only generation with a luxury marque in their top 10, which may have something to do with the fact that Boomers own over half of the country’s wealth.

Next, we look at Millennials and Gen Z.

Rank	Millennial	Millenia Ownership Rate	Gen Z	Gen Z Ownership Rate
1	Chevrolet	13%	Honda	12%
2	Ford	11%	Chevrolet	11%
3	Toyota	10%	Ford	11%
4	Honda	9%	Toyota	11%
5	Nissan	9%	Nissan	9%
6	Hyundai	6%	Hyundai	8%
7	Dodge	6%	Kia	6%
8	Kia	6%	Dodge	5%
9	Jeep	4%	Jeep	3%
10	GMC	2%	Volkswagen	2%

Millennials have very similar tastes as the previously shown Gen Xers, with only a few brands swapping places.

Meanwhile, Gen Z is unique in that a non-American brand (Honda) is its most popular pick. Zoomers are also the only generation with Volkswagen in its top 10.

Looking at the rankings as a whole, another interesting takeaway is Hyundai’s grip on sixth place across all U.S. generations. Alongside Kia, the two Korean brands have made a big push into the American market over the past decade. They currently command a 10% market share in the U.S., which is double of what it was in 2008.

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If you enjoyed this post, be sure to check out our ranking of the most reliable car brands in the U.S.

The post America’s Favorite Car Brands, by Generation appeared first on Visual Capitalist.

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