TL;DR: American car owners tend to be older, lower-income, and more conservative, favoring powerful engines, DIY car care, and traditional attitudes. They’re less likely to embrace EVs or sustainability. Non-American car owners skew younger, wealthier, more liberal, and are more open to electric vehicles, public transport, and flexible ownership. They rely more on online research and data when buying cars.

Using YouGov Profiles, we explore how owners of American car brands (like Ford, Dodge, and Tesla) differ from those who drive non-American vehicles (like Hyundai, Toyota, and Honda). The comparison highlights not only demographic gaps but also fundamental differences in how these groups think about cars and driving.

Demographic divide: Age and income play a role

Profiles data shows American car brand owners are more likely to be older and from lower-income brackets. Half of them (51%) are aged 55 or above, compared to 44% of non-American car owners. Meanwhile, a smaller share of American car owners (18%) fall in the 18–34 age bracket, compared to 25% of their non-American counterparts.

Income data reinforces this trend. Over a third (38%) of American car owners are in the lower-income bracket (earning less than 75% of the median), compared to 31% among non-American car owners. Conversely, non-American brand owners are more likely to be in the high-income group — 11% compared to just 9% of American brand owners.

Political leanings: A conservative lean

Drivers of American cars tend to be more conservative politically. One-third (33%) identify as either conservative or very conservative, versus 26% among non-American car brand owners. Liberal-leaning individuals, on the other hand, are more common among the non-American group — especially those who identify as very liberal (14% vs 8%).

This pattern reflects broader associations between national pride, traditional values, and support for domestic industry — themes that may drive brand loyalty toward American automakers.

Car attitudes: Power, self-reliance, and a resistance to change

When it comes to automotive preferences and mindsets, differences are just as pronounced. Based on statistically significant Z-score differences, we find that American brand owners are far more likely to express traditional, hands-on attitudes toward cars.

Nearly 60% of American car owners say they like a car with a powerful engine, while just 50% of non-American car owners say the same. A similar divide emerges in self-maintenance preferences — 53% of American brand owners prefer to wash their car themselves, compared to 46% of non-American car owners. They are also more likely to say they can change a tire (65% vs 60%) or fix their car without a mechanic (21% vs 17%).

American car owners are also more inclined to have a negative view of public transport, with 44% saying they think it’s gross compared to 38% of non-American brand owners.

Meanwhile, non-American car owners appear to lean into forward-looking, sustainability-focused attitudes. More than half (51%) believe electric vehicles are the future of the motor industry, compared to just 39% of American brand owners. Environmental consciousness extends further, with 55% of non-American brand owners agreeing that we should all drive less to help the environment, versus 47% of American car owners. Ownership itself is also viewed differently — 52% of non-American car drivers say owning a car is too expensive, compared to 44% of American brand drivers. Additionally, a larger share of non-American brand owners say they don’t want to be locked into car ownership due to changing needs (25% vs 19%).

Future car research: Trusting data and digital

Non-American car owners appear to take a more data-driven and digital-first approach when researching future car purchases. A majority (54%) rely on online reviews, while 45% turn to consumer reports or data. That compares to 48% and 41%, respectively, among American brand owners. Non-American brand owners are also more likely to use automobile comparison websites (36% vs 32%) and manufacturer websites (27% vs 24%). On the other hand, American brand owners show slightly more engagement with used car marketplaces (20% vs 16%) and auto exhibitions (6% vs 4%).

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