Gen Z and Millennials’ Obsession with ’90s Classics

One U.S. dealer mentioned the example of a customer in his 30s who owned a Camaro, a BMW Z8, a Lotus Emira, and two Dailys he and his wife owned

There is a popular narrative that younger generations, known as Millennials (born between 1981 and 1996) and Generation Z (born between 1997 and 2012), are abandoning cars in favor of ride-sharing, public transportation, or simply indulging in cell phone. While it’s true that driving rates are down compared to older generations, the reality is much more nuanced. Car culture isn’t dead; it’s evolving.

In fact, according to a new study commissioned Hagertyit is thriving in new ways. From ’90s imports to manual transmission retros, more and more young enthusiasts are proving that their passion for cars runs deep, even if it might look a little different than before.

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Take, for example, the growing fascination with classics from the ’90s, an era when cars began to blend analog simplicity with digital advancements. For many Gen Z enthusiasts, these vehicles represent a golden age they never experienced, with vehicles appearing in video games, blockbusters or dominating social media timelines. If you thought manual transmissions were headed for the grave, think again: Young drivers are embracing stick shift in an almost rebellious return to pure driving. Yes, it’s a niche, but it’s a niche with conviction.

Meet the modern collector: young, wealthy, nostalgic

It is reported automotive news” Schick noted that his customers are younger than you might think, with many buyers in their late 20s or early 30s.

These people are not just casual shoppers, they are collectors with disposable income. “The younger generation of enthusiasts want manual transmissions,” Schick told us automotive news”, adding, “No matter what, the shifter is not going away. “

Schick recalls a client in his 30s who had an impressive fleet of vehicles that included a Chevrolet Camaro, a BMW Z8, a Lotus Emira, and two daily drivers for him and his spouse. driver. This level of dedication is not an anomaly, either. Many Gen Z and Millennial customers see these cars not just as transportation, but as investments, future classics worth preserving and appreciating.

Shifting gears: What young drivers are buying

While it’s easy to assume that the habits of Lotus and Morgan buyers aren’t representative of the general population, broader data supports the idea that young people are more into cars than they might think.

Insurance giant Hagerty surveyed 2,000 U.S. drivers and found that an impressive 77% of Gen Z respondents said they love or enjoy driving. Even more interestingly, about one-third of Gen Z (32%) and Millennials (30%) own or still own a classic enthusiast car.

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Predictably, the definition of an “enthusiast’s ideal vehicle” is changing. Forget the muscle cars of the ’60s or the British sports cars of the ’70s; today’s young collectors are favoring SUVs, sedans, and even pickup trucks—vehicles that dominated the 1990s and early 2000s. According to Hagerty’s research, SUVs top the list (38%), followed by sedans (26%) and pickup trucks (19%). The Mazda MX-5 Miata, especially the first-generation NA model, is the car most concerned about by Gen Z enthusiasts looking for insurance. Meanwhile, imported cars such as the Nissan R32 GT-R are becoming icons of a new era.

Manual transmission: a revolt against the machine

Despite all the hoopla surrounding electric cars and automation, young enthusiasts still crave the tactile connection of a manual transmission. For many, driving a stick is more than just a skill; It’s a badge of honor, a middle finger to a world of clean, push-button convenience. While it may not be for everyone, it’s a reassuring sign that sim driving isn’t dead – it’s just becoming premium.

The Maintenance Divide: Wrench or Wallet?

One thing hasn’t changed: the challenge of keeping a collector car running. Unsurprisingly, 55% of car owners turn to dealers and service centers for repairs, while only 27% prefer DIY wrenches. The days of tinkering with your own car in the garage may be dwindling, but for a devoted few, grease and elbow work is part of the appeal.

Social Media and the ’90s Revival

There’s a reason why cars in the 1990s were in the spotlight. For Gen Z, these vehicles strike the sweet spot between nostalgic aesthetics and digital-age cool. They grew up seeing these cars in video games like grand tour or Need for Speedin blockbusters such as fast and Furiousor featured in influencer posts on Instagram and TikTok.

No wonder the 25-year import rule has caused a surge in interest in JDM legends such as the Toyota Supra, Mitsubishi Evo or the aforementioned Nissan Skyline R32 GT-R. A record 20,000 private imports will reach U.S. shores in 2024 alone.

Nissan R32 GT-R