79% of Gen Z and Millennial respondents say technology in their current vehicle makes them more likely to buy from the same brand again (a 14% increase since 2016).
Source: The Harris Poll: Automotive Technology as a Strategic Growth Engine: Insights from AutoTECHCAST 2026 — The Harris Poll (2026)
Cite as: The Harris Poll. (2026). The Harris Poll: Automotive Technology as a Strategic Growth Engine: Insights from AutoTECHCAST 2026. Retrieved from https://research.agilebrandguide.com/reports/the-harris-poll/the-harris-poll-automotive-technology-as-a-strategic-growth-engine-insights-from-autotechcast-2026