Skip to main content
  • October 28, 2025
  • 6 Minute Read
Press Release

Gen Z Fuel Shift in U.K. Driving Habits – Younger Drivers Spend More Time Behind the Wheel, Show Strongest Interest in Vehicle Tech

Enterprise Mobility’s Second Annual Survey Reveals Shifting Attitudes, Unveils the Extent of Tech Curiosity & Highlights Why, For the Average Brit, the Car Still Reigns Supreme
A man and woman in the United Kingdom talk inside a car

Younger generations are spending more time behind the wheel than they were a year ago and are showing the strongest interest in new vehicle technologies according to Enterprise Mobility’s second annual "On the Move" mobility survey.


At the same time, the survey reveals that car ownership remains deeply ingrained in British life – with 73% of respondents saying they couldn’t imagine navigating life without owning a car.


The "On the Move" survey provides annual insights into shifting public perceptions, preferences and concerns towards mobility, including revealing splits along generational lines. The report provides valuable new data on British drivers' thoughts on electric vehicles (EVs), plug-ins and hybrids; autonomous vehicles (AVs); and the ever-expanding technology within cars.


“As the mobility landscape evolves, we’re listening closely to consumers to understand their needs,” said Will Withington, executive vice president of global operations at Enterprise Mobility. “These insights help us stay better connected to changing consumer preferences so we can deliver mobility solutions that keep people at the centre.”


Key Highlights From the Report
 

  • Gen Z and Millennial Britons (8%) are 2.9x more likely to own a plug-in hybrid car than Boomer and Silent Generation Britons (3%).
  • Gen Z and Millennials are 2.7x more likely to feel comfortable riding in AVs than Boomers and Silent Gen, yet most still prefer human-driven cars.
  • More than half (54%) of Britons believe new cars pack in too much technology and a larger seventy-four percent (74%) have concerns about technology repair costs should something break.
  • Overall, U.K. drivers’ weekly or more, usage of privately-owned vehicles increased year-on-year from 2024 to 2025 by 8 percentage points.
  • As drivers navigate this tech shift, rentals are becoming more than just a convenience. U.K. drivers may be viewing rentals as a good way to test new features before making a long-term commitment. In fact, half (50%) of U.K. drivers say they expect rental vehicles to have all the latest technology.


“Rentals are becoming the test bed for the future of mobility,” said Withington. “Drivers want to try before they buy, especially when it comes to high-tech vehicles. With the majority of our fleet now offering advanced features, we’re giving people a real-world experience of what’s next in mobility.”


Changing Commuting Habits


The "On the Move" survey provides an updated understanding of changing mobility behaviours and priorities, especially when it comes to work and commuting. The report shows that:
 

  • One in five (21%) U.K. employees are commuting to the office more this year than last, with 14% of commuters reporting that their commute times have increased relative to 2024. Of those whose commute time increased in the past year, ninety-one percent (91%) said their commute increased by less than an hour, with the average increase being 14 minutes. Nine percent (9%) of those who are spending longer commuting say their commute times increased by more than an hour.
  • U.K. respondents choosing to commute in 2025 are paying an average of £507.12 more this year than last year to get to work.
  • Forty-three percent (43%) say their commute would improve if it was not so expensive, while almost one in four (24%) want a less stressful experience for their commutes.
  • Nearly one-quarter of respondents (23%) who travel for work prefer company or rental vehicles, and one of the top motivators for doing so is to avoid ‘wear and tear’ on personal vehicles.


Britons Increasingly Using Hybrid, Plug-In & Electric Vehicles


Younger drivers are leading the way in interest in electrified drive trains, including hybrids, plug-ins and EVs – and not just because of environmental awareness. They are also more likely than older generations to want new driving experiences.
 

  • Gen Z and Millennial Britons are more likely than other generations to drive electric (10%) and plug-in hybrid (8%) vehicles.
  • Twenty-three percent (23%) of Britons are using a hybrid, plug-in or electric vehicle as their primary vehicle.
  • Younger Gen Z and Millennial drivers also view EV ownership in a positive light, with fifty-six percent (56%) believing they are fun to drive, and forty-six percent (46%) believing that EVs are more affordable to own in the long run.
A woman driver in the United Kingdom laughs with a man in the passenger's seat on a sunny day

Drivers Want Tech Balance


U.K. drivers want balance with vehicle technology, with over half (54%) of those surveyed indicating they would prefer a mix of touch screens and physical buttons.


In addition, nearly three-quarters (74%) worry about things like repair costs if something breaks, and well over half (64%) of drivers say they would willingly give up the latest tech for a more affordable vehicle.


Despite this, everyday tools like GPS and Bluetooth are still considered must-haves, and safety is a key consideration for consumers, with nearly half (47%) preferring to have advanced driver assistance features in their vehicles, including blind spot detection, automatic emergency braking and lane departure warning.


Experience Is the Key to Changing AV Perceptions


Although fully autonomous vehicles (AVs) remain on the fringe of British driving culture, we are increasingly seeing more advanced technology in new vehicles to help assist drivers. Fewer than 1-in-5 drivers say their ideal level of automation is high or full automation, and overall comfort with riding in an AV has declined by five percentage points (5pp) since 2024. Despite limited AV experiences among the U.K. public, among those who’ve actually ridden in an autonomous vehicle, ninety-one percent (91%) report feeling the same or more positive about the technology, reinforcing that direct experience could be key to future adoption.


And there are some British drivers considering the wide array of benefits that AVs can provide:

 

  • Sixty-five percent (65%) of those who are excited about AVs recognise they’ll make travel easier for people who can’t or don’t drive.
  • Almost half (46%) of those excited about AVs recognise that they'll give riders time to do things in a car besides drive; for example, turning commutes into "me time."


"Technology is clearly reshaping how people think about driving," said Ben Lawson, vice president of strategic initiatives at Enterprise Mobility. "When drivers have the chance to try new technology for themselves — whether that’s assisted driving features or more advanced automation — they tend to feel more comfortable and confident. We will continue to research and test new technologies, listen to our customers’ needs, preferences and concerns, and gain a deeper understanding of how these innovations could shape the future of mobility."


About the Survey


** The Mobility Survey was conducted online between April 30–May 17, 2025, among a population of 3,000 total adults across the U.S. (n=1,500) and U.K. (n=1,500). The generation splits for the U.K. were Gen Z (17%), Millennial (28%), Gen X (25%), Baby Boomer (24%) and Silent Generation (6%).


TRUE Global Intelligence, the in-house research practice of FleishmanHillard, conducted the study with an opt-in-research panel. At the time of the survey, qualified participants were 18 years or older. 

About Enterprise Mobility


Enterprise Mobility is a leading provider of mobility solutions including car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, truck rental, luxury rental, retail car sales and vehicle subscription, as well as other transportation technology services and solutions, to make travel easier and more convenient for customers. Enterprise Mobility, inclusive of its subsidiaries and franchisees, and affiliate, Enterprise Fleet Management, manage a diverse fleet of more than 2.4 million vehicles through an integrated network of over 9,500 fully staffed neighborhood and airport rental locations in more than 90 countries and territories. Privately held by the Taylor family of St. Louis, Enterprise Mobility manages the Enterprise Rent-A-Car, National Car Rental and Alamo brands.