SAN FRANCISCO – New research conducted by Ketchum suggests that America’s longstanding love affair with cars and driving shows no signs of stalling out. What’s more, in what may be a reality check for the automotive and technology industries, the study found that the upcoming generation of car buyers is more worried than excited about the concept of self-driving cars, with concerns about safety, viruses, hacks or other malfunctions topping the list.

Ketchum surveyed nearly 1,000 16- to 24-year-olds about the future of transportation, including self-driving cars and ride sharing. Far from suggesting car ownership may become obsolete, the study showed that 92% of next-generation car buyers either already own a car or plan to buy one. They also share a passion for physically being in control behind the wheel, associating driving with independence, freedom and fun.

The Next-Gen Guide to the Connected Ride study offers insights into a segment of young people that is defined by a life stage and a common mindset. A subset of two generations that includes the youngest millennials (ages 20 to 24) and the oldest in Gen Z (ages 16 to 19), this narrowly defined “GenZennial” microgeneration shares many firsts, from getting their driver’s license to buying their first car.

“This microgeneration has grown up steeped in technology, so you might expect them to be ahead of the curve in terms of their readiness to embrace the future of transportation,” said Lisa Sullivan, executive vice president and director of Ketchum’s North American Technology Practice. “While the data exposes some hesitation, it also helps us identify and understand significant variances, even within this microgeneration. The results provide some clear signposts to both the automotive and technology industries in how to appeal to the upcoming car buyer.”

The study says that GenZennials are set to continue America’s love affair with the automobile, with driving and car ownership remaining the norm. Among other key findings:

• Of those who have a driver’s license, 78% of 21- to 24-year-olds and 58% of 16- to 20-year-olds have their own vehicle
• Among those who have a license but don’t have their own vehicle, 61% plan on getting one as soon as they can afford it; another 19% plan on getting their own vehicle as soon as they begin their career
• Nearly half of those who can drive (45%) say they love driving and never want to give it up
• The majority (61%), especially females (65%), say driving makes them feel more independent, and 53% (48% male and 58% female) see driving as a necessary skill as an adult
• The emerging technology drawing the most interest is alternative forms of fuel/energy (43%), followed by augmented reality and heads-up display on the windshield (28%), gesture controls (26%), artificial intelligence personalizing the driving experience (25%), and mobile payment options in the dashboard (24%).
• Autonomous vehicles are met more with worry than with wide-open acceptance:
• 39% are worried about self-driving technology, while 29% say they are excited; however, more respondents (35%) are excited about flying cars
• Only 23% of those who have or are planning to get a driver’s license say they can see themselves buying a self-driving vehicle (30% males vs. 18% females)
• Only 25% think driverless cars will make the roads safer; 43% are concerned that self-driving cars could get hacked
• Just 18% think their next vehicle is more likely to be made by a technology company than a traditional car maker
• When shopping for a vehicle, price (75%) and safety (74%) top the list
• GenZennials are three times more likely to choose an environmentally friendly car over a fast one (74% vs. 26%)

When asked to choose between buying a new car and going on an exotic trip, 61% of females would opt for the trip, while 62% of males would buy a new car. There is no contest between a personal chef and a driverless car: almost twice as many (65%) would rather have someone cook all their meals for them than ride in a self-driving car the rest of their lives (35%).

“Trust is vital to this audience, and their cautious approach to the future of transportation gives us clues as to how to open the dialogue with them,” said Paul Wood, partner and head of Ketchum’s Transportation & Automotive Practice. “Language choices are critical and message testing is a must; technical information and data are better shown than explained; and absolutely everything must be proven over time. Only once they feel secure that new technology can play a positive role in their lives can they begin to embrace adoption.”