A new Harris Poll AutoTECHCAST report finds that vehicle technology is a powerful driver of brand loyalty and purchase decisions, especially among younger buyers, while revealing sharp differences in which emerging innovations are gaining traction with consumers.
Nearly four in five Gen Z and millennial drivers (79%) say advanced vehicle technology makes them more likely to buy from the same brand again, compared with 61% of baby boomers.
Technology is also shaping what people choose to buy:
- 78% of Gen Z and millennials report that in-car technology played a large role in selecting their current vehicle—an increase of 20 percentage points since 2016.
- Among the technologies showing strong consumer interest are fully self-driving vehicles and extended-range electric vehicles. These stand out as innovations with clear momentum.
- In contrast, factory-installed dashcams and digital rear-view mirrors rank among those with weaker appeal, underscoring that technological novelty alone does not automatically translate into consumer demand or perceived value.
When forced to prioritize, consumers reveal clear preferences. The report’s “Build Your Own” exercise shows which features drivers rank highest when they cannot have every option, highlighting the trade-offs people are willing to make around functionality, pricing, and packaging.
The AutoTECHCAST study examines 40 emerging automotive technologies overall. Beyond simple rankings, it provides a broader view of the relationship between innovation, consumer demand, and customer value—helping illustrate what today’s drivers actually want from the next generation of vehicles.