The news: 78% of adult Gen Z and millennial auto owners say their vehicle’s technology played a large role in their decision to purchase the automobile, per The Harris Poll’s “AutoTECHCAST 2026” report, more than Gen Xers (63%) or baby boomers (44%).

Tech also shapes repeat automotive purchase decisions and Fully self-driving vehicles, extended range EVs, and in-car payment systems are all gaining in popularity.

And while safety features carry broad appeal, preferences are divided by generation.

• Blind-spot alerts are the most wanted driver-assist feature—desired by 42% of buyers. That’s ahead of forward-collision alerts (30%), pedestrian or cyclist alerts (27%), and parking sensors (26%).
• Each generation over-indexes on different desired features: Gen Z for hands-on-wheel reminders, millennials for speed-limit alerts, Gen Xers for drowsiness alerts, and baby boomers for lane departure alerts.

Auto brands need to treat technology offerings as a part of the brand itself. Younger buyers are driving major purchases based on technology experience, giving automakers an emerging opportunity to use novel software and connectivity offers to differentiate and encourage repeat purchases.

Recommendations for automotive marketers: Communicate what technology says about the brand, whether that’s safety, luxury, personalization, or simplicity.

• A vehicle’s abilities will influence what consumers think of the brand as a whole. Distinctive experiences and clear product positioning, rather than longer feature lists, could be crucial.
• Treat infotainment, driver assistance, and connectivity offerings as relationship builders.
• Produce campaigns that target consumers by generation, such as safety messaging for each age group focused on over-indexed preferences.
• Watch whether current interest gains, such as those in in-car payments and automation, translate into actual purchases as user behavior and interests evolve.