Generational Preferences: How Gen Z, Millennials, Gen X, and Boomers Shape the Automotive Market

Learn how Terrace Finance used NeuroID behavioral analytics to detect fraud faster, respond to attacks, and strengthen risk management.

In this first episode of Ask the Expert, Experian's Jeff Hops, Senior Director of Data Platform and Product, and Erin Haselkorn, Senior Director of Analyst Relations, explore how broader data and new signals can help lenders better understand today’s consumers, while maintaining responsible decisioning. Lending is changing  Interest rates, regulation, embedded finance and AI are reshaping the lending landscape. Consumer behavior is evolving just as quickly. But the core job hasn’t changed. Lenders are still making decisions about people they don’t fully know, and that makes data more important than ever. "There are periods where nothing changes, and periods where it seems like everything changes. We’re in the latter … but the core premise hasn’t changed. You’re still trying to lend to somebody you don’t know."Jeff Hops, Senior Director of Data Platform and Product To make those decisions with confidence, lenders need a strong foundation of identity, history and reliable signals. In a period of rapid change, the quality and completeness of that data become even more critical. A more complex view of today’s consumer What has changed is the consumer. Traditional credit data is foundational but can be further enhanced with visibility on how people earn, manage and move money. Income may come from multiple sources, and financial activity often spans bank accounts, applications (apps) and digital channels. Cash flow data, for example, can provide a clearer view of what’s actually coming into a consumer’s account, beyond what traditional records may show.These additional signals can help lenders better understand: Income variability across multiple earning sources Current financial behavior through cash flow activity Digital and identity-linked activity across channels These signals don’t replace traditional data; they expand it. The result is a more complete and current view of the consumer. From exploration to real-world application The conversation around broader data signals has moved beyond theory. Lenders are no longer just asking whether these signals are useful. They’re asking where, how and under what governance they can be applied across the lending lifecycle. Lenders are actively researching, testing and implementing new data sources across the lending lifecycle. What was once experimental is now operational. Institutions are progressing through a clear path: Research Understanding available signals and use cases Testing Evaluating performance in controlled environments Implementation Applying insights in production Today, alternative data is being used in areas like analytics, channel scoring and decisioning, often within governed environments that allow for safe testing and validation. AI may accelerate this shift by helping institutions identify patterns at scale, but its value depends on the strength of the underlying data: quality, governance, context and clear business use cases. More signal, more responsibility As data availability expands, lenders have access to more granular insights than ever before. That creates opportunity, but also responsibility. The institutions that lead won’t be the ones that use the most data. They’ll be the ones that know which signals to use, how to validate them and how to apply them in ways that are fair, explainable and aligned to consumer outcomes. “Institutions can unlock more granular and powerful decisions, but they have to do it responsibly.”Erin Haselkorn, Senior Director, Analyst Relations The future of lending will be shaped not just by how much data is available, but by how thoughtfully it’s applied. Keeping the consumer at the center of decisioning is essential to building trust and long-term success. Explore alternative data with us A more complete understanding of today’s consumers starts with better data. We help lenders responsibly incorporate broader data signals and advanced analytics into decisioning strategies, enhancing visibility into today’s consumers while strengthening risk assessment and expanding access to credit. Let’s work together to build more confident, more responsible lending decisions. Learn more Contact us About our experts Jeff Hops Senior Director, Data Platform and Product, Experian Jeff Hops is a Senior Director in Experian’s Financial Services and Data business with over eight years of experience driving innovation in credit and data solutions. He has led product development for Experian’s Credit Report and played a key role in launching Ascend Identity Platform™, a leading identity resolution platform. Erin Haselkorn Senior Director, Analyst Relations, Experian Erin Haselkorn is responsible for analyst relations for Experian. She has developed an understanding of key marketing trends across a broad range of verticals. Her market research around data strategy, AI, fraud, identity and data management, paired with her broad Experian product knowledge, gives her a unique understanding of business automation and data trends. Erin is a frequent spokesperson and guest blogger.

Conversations about rising auto loan balances and higher monthly payments has often centered around increasing vehicle prices and elevated interest rates; and while those factors have undoubtedly played a role, another important piece of the puzzle is the type of vehicles consumers are choosing to purchase. According to Experian’s Automotive Consumer Trends Report: Q1 2026, consumers are continuing to opt for SUVs over other vehicle types, a trend that may be contributing to higher average loan amounts and monthly payments. SUVs accounted for 63.5% of all new retail vehicle registrations over the last 12 months, up from 62.8% a year ago. Additionally, more than 117 million SUVs were in operation across the United States in the first quarter of 2026, making up 42.2% of the market share. At the same time, traditional passenger cars continue to fall in share, coming in at 16.5%, a decrease from 18.4% last year. As consumers increasingly gravitate towards the larger vehicle segment, it reflects the ongoing desire for versatility, cargo capacity, and family-friendly functionality. Electrification’s growing role in consumer purchasing behavior Interestingly, electrified SUVs continue to gain traction, representing 27.7% of all new SUV registrations, these vehicles include battery-electric, hybrids, plug-in hybrids, and other alternative fuel types. Diving a bit deeper, the Tesla Model Y was the market share leader for new, retail electrified SUV registrations in the last 12 months, coming in at 15.8%. Rounding out the top five were Honda CR-V (9.6%), Toyota RAV4 (7.2%), Chevrolet Trax (7.2%), and Toyota Grand Highlander (3.4%). As model availability and familiarity with the electrification segment grows, the broader adoption of these vehicles are playing an increasingly important role in vehicle pricing and overall consumer demand. While average loan amounts and monthly payments are being driven by a combination of factors such as financing costs and consumer purchasing behavior, data in Q1 2026 demonstrates the continued interest in SUVs. This suggests that the industry’s shift toward larger vehicles is likely playing a meaningful role in today’s financing environment. To learn more about SUV insights, view the full Automotive Consumer Trends Report: Q1 2026 presentation.