The concept of car ownership and its cultural significance is evolving in many parts of the world, particularly among younger generations. The 2024 Continental Mobility Study, conducted by the research institute infas on behalf of Continental, offers a window into the current attitudes and preferences related to mobility in Germany and beyond. This comprehensive study surveyed individuals across five countries—Germany, China, France, Japan, and the USA—highlighting key trends in how people, especially the youth, view their vehicles in the context of status, technological adoption, and sustainable practices.
Cars as Status Symbols Among Young Germans
One notable trend from the study is the way cars are perceived by young people in Germany. More than half (54 percent) of those under 34 view cars as a status symbol. This represents a significant shift from 2017, when only 25 percent of the younger demographic shared this perspective. Interestingly, this attachment is more pronounced in urban areas, where 67 percent of young city-dwellers see car ownership as a sign of prestige, compared to 49 percent in rural areas. Overall, 84 percent of all German car owners still view car ownership as essential, with 90 percent citing practical needs such as shopping and errands.
Embracing Technological Advancements
The appeal of cutting-edge automotive technology, such as self-driving capabilities, large digital displays, and AI-assisted features, resonates strongly with younger generations. Over half (51 percent) of respondents aged 25 to 34 look forward to leveraging autonomous driving for productivity and leisure activities like reading or gaming during commutes. These preferences underscore a broader enthusiasm for advanced tech among this group, aligning with Continental’s strategic focus on integrating modular and market-specific solutions tailored to different demographics and regions.
Electric Vehicles: Between Enthusiasm and Skepticism
While interest in electric vehicles (EVs) is growing, skepticism persists, especially regarding fully electric models. Only 3 percent of German car owners currently use all-electric vehicles. Nonetheless, 39 percent of those without an EV anticipate their next vehicle could be fully electric, a slight increase from 34 percent in 2022. Hybrid vehicles appear to be bridging the gap to full electrification; nearly half of respondents in Germany (48 percent) and the USA (47 percent) view hybrid vehicles as a feasible next step. China stands out, with 86 percent of respondents open to transitioning to hybrids, highlighting a potential pathway to wider adoption of electric mobility.
Generational Divide in Car Ownership and Use
Despite an overall attachment to vehicles, younger German generations (Gen Y and Z) exhibit a unique blend of detachment and emotional connection. For many, cars are just one of multiple transportation options, but they still hold a sentimental value for a substantial portion of 18 to 34-year-olds. This age group also sets high expectations for future cars, envisioning them not only as a means of transport but as multifunctional spaces for relaxation and work.
International Comparisons in Attitudes Toward Technology
The study sheds light on international attitudes toward automotive innovations. In Asia, enthusiasm for highly automated driving is robust, with 90 percent of respondents in China and 72 percent in Japan expressing positive views. European and American participants show more cautious optimism, with 60 percent in France and 56 percent in the USA in favor of the technology. Germany lags behind, with only 49 percent seeing automated driving as a positive development. Preferences for AI-powered travel assistants and large infotainment displays vary, with Chinese respondents leading in support (91 percent) for AI travel companions, compared to 57 percent in Germany.
Hybrid Vehicles as a Transitional Solution
Hybrid cars may play a crucial role in easing the transition to fully electric vehicles. The study indicates that current hybrid car users are more open to transitioning to all-electric models, with 43 percent stating they would make the switch. By contrast, only 12 percent of gasoline car owners and 19 percent of diesel drivers expressed similar openness. Importantly, more than half of hybrid drivers are willing to purchase an electric vehicle without government incentives, suggesting hybrids can bolster confidence in EVs and mitigate concerns about range and infrastructure.
Challenges to Electric Mobility and Affordability
Affordability remains a significant concern in Germany, where 71 percent worry about the rising costs of personal mobility. While younger respondents are more inclined to pay a premium for environmentally friendly vehicles, this willingness drops sharply among older age groups. The study highlights that nearly two-thirds of Germans link their decision to buy an electric car to the availability of government subsidies. Concerns over the affordability of e-mobility reflect a desire for policy frameworks that ensure cost-effective, sustainable transportation options.
Commitment to Sustainable Tires
The emphasis on sustainability is also evident in attitudes toward car tires. The study reports that 84 percent of German drivers value the use of eco-friendly materials in tire production, with younger consumers showing particular interest in tire recycling and end-of-life impacts. About 44 percent of respondents expressed a willingness to pay more for sustainable tire options, with the 25 to 34-year-old group leading this sentiment.
Conclusion
The 2024 Continental Mobility Study illustrates a complex landscape of automotive preferences where tradition, innovation, and environmental responsibility intersect. Young Germans, in particular, embody a forward-looking mindset that embraces new technology while balancing concerns over sustainability and cost. These insights can help inform the development of tailored solutions that align with diverse consumer expectations worldwide.
