According to new study, AutoZone and O’Reilly sit well above others in consumer surveys, though both rely heavily on older consumers
Washington, D.C.—A new report released by market intelligence firm Morning Consult draws on surveys of more than 14,000 Americans over 10 months to provide a data-driven picture of how consumers research, evaluate and buy vehicles today.
It also provides a snapshot of how they perceive brands in auto parts and service across different generations, from Gen Z (1997 –2012) to Millennials (1981 –1996) and Gen X (1965 –1980) to Boomers (1946 –1964).
According to the study, “How Americans Research, Buy, and Maintain Cars,” AutoZone (50 overall) and O’Reilly (44) sit well above others, but both rely heavily on older consumers — AutoZone’s Boomer score (57) is nearly double its Gen Z score (33).
Morning Consult points out that Costco Auto is the Gen Z bright spot. Its Gen Z score (21) is the closest to its Boomer score (28) of any traditional parts/service brand — a 7-point gap compared to 40 points for NAPA.
Gen Z’s lack of affinity for NAPA may boil down to its positioning around professional mechanics and long-established brand recognition among older DIYers.
Other Report Key Takeaways
- Car buying remains a deeply in -person experience — but younger generations are moving it online. Across nearly every stage of the car-buying journey, in -person activity dominates. Eight in 10 Americans (83%) purchased their most recent car in person, and nearly three-quarters (73%) preferred to experience how a car drives in person rather than virtually. However, Gen Z and millennials are more likely than boomers to complete each stage — from financing to purchasing — online, pointing to an accelerating shift in the channel mix.
2. Most Americans decide to buy a car faster than you’d expect — but Gen Z takes its time. Roughly 35% of Americans decided within a week of choosing to buy a car, and boomers move even faster (50% in under a week). Gen Z bucks this trend: only 16% decided in under a week, and they’re far more likely to research for months. For brands, this creates two distinct audiences requiring different engagement strategies along the purchase funnel.
3. Self -driving comfort is low — and has barely budged. Roughly half of Americans say they are not at all comfortable riding in a self -driving car, a figure that has remained remarkably stable over the past year of Morning Consult tracking (May 2025 – February 2026). Comfort is strongly tied to age: more than two -thirds of boomers (68%) express zero comfort, compared to just 29% of Gen Z — highlighting the generational chasm automakers and regulators will need to bridge.
4. Regardless of demographic cut, consumers hold a few brands in high trust. Chevrolet is the most trusted car brand across all respondents, Gen Z, millennials, and Gen X — but drops to #3 with boomers (behind Toyota and Subaru) and all the way to 6 with high -income consumers (where Toyota and BMW lead). All brands struggle to win trust amongst Gen Zers .
To download the complete report, click here.
Comments are closed.