We launched our dynamic #NextGenAuto Series with “Embracing the Future: Next Gen Automotive Strategies for Dealers” diving into the future of the automotive industry and the critical need to adapt to the expectations of next generation automotive buyers. 

Now, our spotlight shifts to the youngest car buyers in today’s market—Gen Z. Join us as we explore why transparency is key to effectively engaging and building trust with this digitally driven and value-conscious audience.

Gen Z is rewriting the rulebook. Growing up in a world of instant access and unfiltered truth, they’re armed with online information and influence at their fingertips. This next generation of car buyers is savvy, skeptical, and they expect nothing less than complete transparency.

To win them over, dealerships need to step up with openness and authenticity. Ready to embrace this shift? Here are 8 ways to connect with Gen Z like never before.

Gen Z: The Youngest Shoppers Revolutionizing the Market

Born between 1997 and 2012, Generation Z is the first generation to grow up fully immersed in the digital age. They’ve never known a world without smartphones, social media, or instant access to information. Tech-savvy, socially conscious, and highly skeptical of traditional advertising, Gen Z values authenticity, honesty, and connection above all else.

As digital natives, they rely heavily on research, reviews, and peer recommendations before making any purchase. Nearly 81% of Gen Z buyers read online reviews, and they’re more likely to crowdsource opinions from their network than trust a dealership’s word alone. They expect fast, clear, and reliable information—because anything less feels like a waste of their time.

This generation represents over 20% of the global population and is poised to become the largest cohort of car buyers within the next decade. With over $360 billion in purchasing power, dealerships can’t afford to ignore their preferences. (Source: World Data) 

The Transparency Advantage with Gen Z

For Gen Z, transparency isn’t just a preference; it’s a non-negotiable. Hidden costs or unclear terms are deal-breakers, with 85% of buyers abandoning transactions if they feel misled. (Source: Think with Google)

“Transparency isn’t just about avoiding lost opportunities; it’s the foundation for building trust and creating new ones.” —Olivia Stapleton, Marketing/Sales Enablement, Digital Dealer 2024 presentation “Next Generation Strategies for Dealers”

This generation values businesses that align with their priorities, and they’re willing to pay more for brands that deliver honesty. In fact, 73% of buyers are open to spending extra for clear, straightforward communication. (Source: Think with Google)

So, how can dealerships connect with Gen Z on a deeper level? Dealer Teamwork offers a solution.

Dealer Teamwork empowers dealerships to provide clear, real-time communication that builds trust and eliminates confusion. With transparency at the core of its patented digital automation platform, dealerships can foster lasting relationships with customers, prevent sales losses, and tap into new opportunities for higher-value transactions that resonate with the next generation of buyers.

Here’s how we do it: 

Bridging the Digital Gap: A Transparent Online Experience

In today’s digital-first world, where 95% of shopping journeys begin online, a transparent digital presence is essential. Dealer Teamwork bridges the gap between online and in-store experiences, providing the tools dealerships need to meet the transparency demands of Gen Z buyers. (Source: Think with Google)

Dynamic Ads in Real-Time 

Customers are provided with the most accurate and up-to-date inventory options and offers throughout their search journey. This ensures that shoppers see the latest information on availability, promotions, and pricing, keeping them engaged and reducing the chances of frustration when deals don’t align with expectations. Real-time updates also mean that dealers can ensure that the offers seen online are consistent with what’s available in the showroom, ensuring transparency from start to finish.

Aligned Marketing and Inventory

Dealer Teamwork’s patented MPOP® syncs all marketing campaigns directly to the dealership’s inventory, ensuring consumers see consistent, relevant offers from click to close. This eliminates the confusion and frustration of encountering outdated offers or unavailable vehicles, while creating a smoother path to purchase.

Personalized Experiences

Gen Z expects personalized shopping experiences, and Dealer Teamwork delivers just that. By tailoring content and messaging to individual preferences, dealerships can create an efficient, engaging journey that meets Gen Z’s expectations for convenience and personalization. Whether it’s offering tailored financing options, specific vehicle models, or special promotions, our platform allows dealerships to present relevant content to every customer.

Streamlined Shopping Journey

Dealer Teamwork ensures a seamless transition from online browsing to in-store purchasing. Shoppers encounter consistent messaging, with easy access to transparent, up-to-date transactional data. This consistent experience builds confidence and trust, making customers feel secure throughout their entire journey.

Incentives and Promotions: Transparent Offers That Convert

Incentives are a powerful tool in driving sales, and for Gen Z buyers, the key to leveraging them successfully is transparency. Hidden fees or unclear terms in promotions can lead to distrust and frustration, undermining the effectiveness of these offers. Dealer Teamwork helps dealerships present incentives clearly, making it easy for customers to understand the value they’re receiving. Whether it’s limited-time offers, special financing deals, or trade-in incentives, clear communication around these promotions ensures customers can take full advantage of what’s being offered—leading to more conversions and higher customer satisfaction.

We know…

Every Click Counts

Dynamic calls-to-action (CTAs) and real-time disclosures provide the information customers need, exactly when they need it. From pricing details to inventory availability, transparency drives engagement and faster conversions.

Dealer Teamwork: The Trusted Partner for Next-Gen Shoppers

Dealer Teamwork isn’t just a tool; it’s a strategic partner for dealerships aiming to meet the evolving demands of next-gen shoppers. With Dealer Teamwork, dealerships are able to:

• Drive faster conversions with real-time updates and dynamic ads.
• Build trust and loyalty through accurate, consistent information.
• Create seamless, personalized experiences that align with Gen Z’s digital habits.

The Future of Automotive Retail

Transparency is no longer optional in the automotive industry. With Dealer Teamwork leading the charge, dealerships can bridge the gap between the expectations of Gen Z and the realities of automotive retail. By focusing on clear communication, honest pricing, and seamless integration, Dealer Teamwork ensures that dealerships not only meet but exceed the expectations of next generation automotive shoppers.