Strategic Vision’s 2024 New Vehicle Experience Study, which surveyed over 57,000 new vehicle buyers and lessees, highlights a generational divide in the platform’s relevance. For the vast majority of buyers over 24 years old—accounting for 96% of all new vehicle purchases—TikTok is a negligible influence. However, among Generation Z, which represents 4% of the market, TikTok emerges as a noteworthy source of information during the car-buying process, cited by 13% of respondents.
“TikTok’s departure might seem inconsequential for the broader automotive industry today,” said Christopher Chaney, Senior Vice President of Strategic Vision. “But as Generation Z matures and becomes a larger force in the market, platforms like TikTok—or its successors—could reshape how automakers connect with future buyers.”
For now, traditional sources dominate car-buying research. Manufacturer websites (63%) and dealership websites (58%) are the most trusted, followed by Consumer Reports (28%) and Kelley Blue Book (18%). Platforms like YouTube (18.3%) and Facebook (4.1%) also outrank TikTok, which influences only 2.2% of new car buyers overall. Yet, that figure surpasses radio (1.0%) and newspapers (1.2%)—longstanding pillars of automotive advertising.
“Consumers prioritize accuracy and depth of information—attributes TikTok struggles to deliver,” said Alexander Edwards, President of Strategic Vision. “But for younger buyers with shorter attention spans, it offers a novel way to engage with brands, potentially fostering connections that traditional platforms can’t.”
As digital habits evolve, the study underscores a need for automakers to adapt their strategies. While TikTok’s exit may be a fleeting concern, its rise among Generation Z reveals a broader shift in how younger buyers interact with brands. For the automotive industry, the lesson is clear: staying ahead means not just understanding where buyers are, but how they want to be reached.