Gen Z And Millennials’ Obsession With ’90s Classics Is Transforming Car Culture

There’s a popular narrative that younger generations—namely Millennials (born between 1981 and 1996) and Gen Z (born between 1997 and 2012)—are turning their backs on cars in favor of ride shares, public transit, or simply staying glued to their phones. While it’s true that driving rates have declined compared to older generations, the reality is far more nuanced. Car culture isn’t dead; it’s evolving.

In fact, according to a new study commissioned by Hagerty, it’s thriving in new ways. From ’90s-era imports to manual transmission throwbacks, a growing number of young enthusiasts are proving that their passion for cars runs deep, even if it might look a little different than it did before.

More: Your Teen Not Interested In Driving? They’re Not Alone

Take, for example, the growing fascination with ‘90s classics, an era when cars began blending analog simplicity with digital progress. For many Gen Z enthusiasts, these vehicles represent a golden age they never lived through, cars that starred in video games, blockbuster movies, or dominated social media timelines. And if you think the manual transmission is headed to the graveyard, think again: young drivers are embracing the stick shift as an almost rebellious throwback to pure driving. Yes, it’s niche, but niche with conviction.

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Meet the Modern Collector: Young, Wealthy, and Nostalgic

As reported by Auto News, Nathan Schick, General Sales Manager at Auto Europe, a Michigan-based Lotus and Morgan dealership, has a front-row seat to this generational shift. Schick notes that his clientele skews younger than you’d expect, with many buyers in their late 20s or early 30s.

And these aren’t just casual shoppers, they’re collectors with disposable income to burn. “The younger generation of enthusiasts want manual transmissions,” Schick told Auto News, adding, “The stick shift is not going away by any means.”

Schick recalls one client in his 30s with an impressive fleet that includes a Chevrolet Camaro, a BMW Z8, a Lotus Emira, and a pair of daily drivers for him and his spouse. This kind of dedication isn’t an outlier, either. Many Gen Z and Millennial customers see these cars not just as transportation but as investments, future classics to be preserved and admired.

Shifting Gears: What Younger Drivers Are Buying

While it’s tempting to dismiss the habits of Lotus and Morgan buyers as unrepresentative of the general population, broader data backs up the idea that young people are more into cars than they’re given credit for.

The study by insurance giant Hagerty, which surveyed 2,000 American drivers, revealed that an impressive 77% of Gen Z respondents said they either loved or liked driving. Even more intriguing, roughly a third of both Gen Z (32%) and Millennials (30%) have owned—or still own—a classic enthusiast car.

More: Which Mazda MX-5 Generation Is The Best?

Predictably, the definition of a “desired enthusiast vehicle” is shifting. Forget muscle cars from the ‘60s or British roadsters from the ‘70s; today’s young collectors are gravitating toward SUVs, sedans, and even pickups – vehicles that dominated the 1990s and early 2000s. According to the Hagerty study, SUVs top the wish list (38%), followed by sedans (26%) and pickups (19%). The Mazda MX-5 Miata, particularly the first-gen NA model, is the most inquired-about car for Gen Z enthusiasts seeking insurance coverage. Meanwhile, imports like the Nissan R32 GT-R are becoming icons for a new era.

Manual Transmission: A Rebellion Against Machines

For all the buzz around electric vehicles and automated everything, young enthusiasts still crave the tactile connection of a manual transmission. For many, driving stick isn’t just a skill; it’s a badge of honor, a middle finger to a world of sanitized, push-button convenience. And while it may not be for everyone, it’s a reassuring sign that analog driving isn’t dead – it’s just gone boutique.

The Maintenance Divide: Wrenches or Wallets?

One thing hasn’t changed: the challenge of keeping a collectible car running. Unsurprisingly, 55% of owners turn to dealerships and service centers for repairs, while only 27% prefer DIY wrenching. The days of working on your own car in the garage may be dwindling, but for a devoted minority, the grease and elbow work are part of the appeal.

Social Media and the ’90s Revival

There’s a reason cars from the 1990s are stealing the spotlight. For Gen Z, these vehicles hit the sweet spot between nostalgic aesthetics and digital-era cool. They grew up seeing these cars in video games like Gran Turismo or Need for Speed, in blockbuster movies like The Fast and the Furious, or featured in influencer posts on Instagram and TikTok.

It’s no wonder the 25-year import rule has led to a surge in interest for JDM legends like the Toyota Supra, Mitsubishi Evo, or the aforementioned Nissan Skyline R32 GT-R. In 2024 alone, 20,000 private imports under the rule entered U.S. shores, setting a record.

Nissan R32 GT-R