Millennials Are More Patriotic Than Boomers In Car-Buying Habits: Study
Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content.
Millennials are surprisingly more patriotic than their baby boomer counterparts—at least when it comes to their car-buying habits, according to a new study.
In the report from Cars.com, 65 percent of millennials were willing to pay more for a vehicle if it created more U.S. jobs, whereas just 37 percent of boomers said the same.
Why It Matters
Baby boomers have garnered a reputation for being more traditional and patriotic in nature, but their actual spending habits may reflect different priorities.
Millennials, known to be more critical of traditions and patriotism, actually want to create more U.S. jobs through their vehicle purchases, the study found.
On average, Americans spent $12,078 on car ownership costs in 2023, according to the Bureau of Labor Statistics.
A Tesla charges up in the Silicon Valley town of Mountain View, California, on August 24, 2016.
A Tesla charges up in the Silicon Valley town of Mountain View, California, on August 24, 2016.
Smith Collection/Gado/Getty Images
What To Know
Millennials were by far the most patriotic car buyers, scoring 65 percent, with Gen X finishing second at 50 percent, Gen Z coming in third at 48 percent and boomers finishing last with 37 percent, according to the generational study.
"The generation that gets labeled as unpatriotic snowflakes is actually the one putting their money where their mouth is," Michael Ryan, finance expert and founder of MichaelRyanMoney.com, told Newsweek. "Meanwhile, Boomers, who'll lecture you about supporting America all day long. They balk at paying an extra $50 for something made here."
President Donald Trump's sweeping tariffs have impacted car manufacturing, especially as many Americans historically purchase vehicles built by non-U.S. companies.
More than half of those surveyed said they've accelerated their vehicle purchase timeline to avoid tariff-driven price hikes, and 73 percent of shoppers would consider an American-built vehicle to avoid added tariff costs.
When it comes to which vehicles and car brands contribute the most to the U.S. economy through manufacturing, parts sourcing and employment, Texas-based Tesla claimed the top four spots, with its Model 3 topping the list.
The Jeep Gladiator and Kia EV6 also ranked high, while Honda vehicles took three spots in the top 10 list.
What People Are Saying
Patrick Masterson, lead researcher for Cars.com's American-Made Index, said in the report: "As import tariffs shake up the auto industry and influence consumer priorities, our 2025 American-Made Index [AMI] offers a timely snapshot of which vehicles and automakers are truly driving U.S. economic impact. Tesla continues to lead, claiming the top four spots and showcasing its commitment to domestic production. About 25 percent of the more than 400 vehicles on sale in the U.S. made this year's AMI, and whether a vehicle is No. 1 or No. 99, it contributes to the U.S. economy."
Ryan added to Newsweek: "Millennials aren't being patriotic in the flag waving, anthem singing way their grandparents were. They're being patriotic with their wallets. That's way more practical. Millennials came of age watching factories close, friends struggle with student debt, and entire communities devastated by job losses.
"So when a millennial pays extra for an American made car, they're not thinking 'America, hell yeah!' They're thinking 'Maybe this keeps someone's dad employed' or 'Maybe this helps my town stay alive.'"
Alex Beene, financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "While I'm sure there are some millennials willing to pay more for vehicles out of a genuine feeling the action would be patriotic, the reality is many millennials - particularly those on the older side of the spectrum for their generation - are entering years of their working life that result in higher pay. Financially, they may feel they can handle these price bumps at their elevated salaries and support workers in America."
What Happens Next
Millennials choosing to buy from brands that support American workers could have broader effects on the economy.
"What this really reflects is that millennials understand something their elders missed: it's about action," Ryan said. "And when you're facing a housing crisis, climate change, and an economy that feels rigged against you ... They're not buying American cars to make America great again. They're buying them to make America work again."
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