America's Favourite Car Brands, by Generation
The graphic below shows America's top 10 favourite car brands, by generation. Blue represents US, red - Japan, green - South Korea and orange - Germany.
To come up with this ranking, Insurify analyzed car ownership rates across each generation based on 4.5 million customer applications between 2023 and 2024.
Where does Tesla rank? Apparently, it's not in the top 10.
Brand preferences between Baby Boomers and Gen X are largely the same, though Baby Boomers prefer Ford while Gen X prefers Chevrolet.
Boomers also stand out with their #10 choice, Mercedes-Benz. They're the only generation with a luxury marque in their top 10, which may have something to do with the fact that Boomers own over half of the country's wealth.
Next, we look at Millennials and Gen Z.
Millennials have very similar tastes as the previously shown Gen Xers, with only a few brands swapping places.
Meanwhile, Gen Z is unique in that a non-American brand (Honda) is its most popular pick. Zoomers are also the only generation with Volkswagen in its top 10.
Looking at the rankings as a whole, another interesting takeaway is Hyundai's grip on sixth place across all U.S. generations. Alongside Kia, the two Korean brands have made a big push into the American market over the past decade. They currently command a 10% market share in the U.S., which is double of what it was in 2008.
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