By Tim Copacia, Executive Vice President, J.D. Power | UnityWorks
In today’s digital-first world, video content has transformed how consumers research, evaluate and purchase vehicles. Auto dealers and automotive brands who embrace video marketing can effectively engage potential buyers and convert leads into sales.
However, many dealerships aren't fully leveraging the power of video, missing opportunities to reach a diverse audience with tailored content. By understanding the video preferences of different generations, dealers can optimize their video strategy to find and convert more car buyers.
Understanding how different generations interact with video content can help dealers create a more strategic, segmented approach. Let’s take a closer look at how each generation consumes video in the automotive shopping journey and how dealers can leverage these insights to their advantage.
Gen Z (Ages 9-24): Digital Natives Crave Short, Visual Content
Gen Z is the smallest group of new car buyers at roughly eight percent—but it is steadily growing. For those of Gen Z drivers, they favor smaller, fuel-efficient cars. While some of this may be budget-related, this cohort often chooses lower-priced compact models and are particularly conscious of environmental impact.
Gen Z has grown up with smartphones, social media and on-demand content. They are heavily influenced by short-form videos on platforms like TikTok, Instagram Reels and YouTube Shorts. They use these platforms and others like Pinterest as their preferred search engines. For Gen Z, purchasing a vehicle is not just about functionality—it’s about identity. This generation seeks authenticity and values brands that showcase transparency and creativity. The sooner a brand can get on their radar, the better chance of growing a longer-term customer relationship.
Millennials (Ages 25-40): The Research-Oriented Consumers
Millennials are a large and growing segment of new car purchases. They tend to prioritize fuel efficiency and technology, often choosing midsize sedans or crossovers. However, the influence of family needs means they also favor practical vehicles that can accommodate a growing family.
Millennials are tech-savvy and research-oriented who value experiences over products. They often watch longer video content when researching big purchases and are highly influenced by reviews and testimonials. Millennials seek personalized content and are more likely to watch videos on social media before heading to a dealership.
Gen X (Ages 41-56): The Time-Conscious Shoppers
Gen X represents around 35 percent of new car purchases—the largest share among all generations. Gen X buyers typically prefer a mix of practicality and performance, with a strong preference for pickup trucks and midsize SUVs.
Gen X is a generation that values convenience and efficiency. They are often balancing family, work and other responsibilities, so they appreciate content that is direct and to the point. They tend to consume videos on platforms like Facebook and YouTube, and they value videos that help them make informed decisions without taking up too much of their time.
Baby Boomers (Ages 57-75): The Brand-Loyal, Quality-Conscious Buyers
Baby Boomers account for roughly 30 percent of new car purchases, with preferences leaning towards larger vehicles like SUVs and pickup trucks, valued for comfort and reliability. Boomers also show a strong preference for American brands like Chevrolet and Ford.
Baby Boomers are a diverse group, but many are loyal to brands they trust and tend to favor traditional platforms like TV (linear and streaming services) and YouTube. They also use Facebook frequently. They value quality, reliability and exceptional service. Baby Boomers may not always be early adopters of digital platforms, but they still consume online videos and value in-depth information.
Tailoring Your Video Strategy to Maximize Conversions
A one-size-fits-all approach won’t suffice when it comes to video marketing. By segmenting video strategies according to generational preferences, dealers create personalized, targeted campaigns that resonate with their audiences. Here are some practical steps for implementing a generational video strategy:
Embracing the Future of Video in Automotive Retail
The automotive retail industry has yet to fully embrace the role of video. Most dealers are allocating between two-eight percent of their marketing spend on digital, short-form and CTV video campaigns. This level of spending is out of balance with how consumers of each of these core generations consume media each day.
As younger generations increasingly influence the market, dealers must adapt to meet their evolving preferences. By aligning video content and media plans with the unique characteristics of each generation, auto dealers can not only engage new prospects but also foster long-term relationships that translate to brand loyalty and repeat business.
I believe senior automotive marketing leaders need to get more active at Tier 3 and help bring this type of video-centric, generational video strategy to market for their dealers. Implementation requires a video specialist who can not only create unique content across generations and platforms but also has the expertise to deliver these campaigns effectively at scale.
Auto dealers who invest in a segmented, generational video strategy will find themselves ahead of the curve, better equipped to connect with car shoppers of all ages and drive sales in today’s competitive landscape. Video is no longer just a part of the marketing toolkit – it’s the engine driving the automotive sales journey forward.
Tim Copacia is executive vice president of strategic development at J.D. Power UnityWorks. He is a former agency CEO and automotive pioneer in digital marketing, CRM, customer experience management and data driven video experiences. He has held executive level roles at BBDO, Wunderman/Young & Rubicam, Campbell Ewald and Ross Roy/InterOne Marketing Group. He has led multi-million-dollar omni-channel marketing programs across all marketing tiers for several major OEMs.