New car buyers value reliability and modern technologies more, while in the choice of used cars greater importance is attached to prestige and classic models, according to Citadele Leasing data for the first eight months of 2025 in Latvia.
New car buyers value reliability and modern technologies more, while in the choice of used cars greater importance is attached to prestige and classic models, according to Citadele Leasing data for the first eight months of 2025 in Latvia.
The differing choices of generations also clearly reveal their values – Generation Z chooses innovation, Millennials prefer sustainable mobility, while older generations favour tried-and-tested values.
Volkswagen takes the leading position in the new car segment – more than 20% of customers choose this brand. Almost 17% opt for Škoda cars, while Toyota is firmly in third place, chosen by around 15% of leasing customers.
The picture changes in used car transactions. Here too, Volkswagen is a popular choice, but BMW and Toyota enter the top three in leading positions. Interestingly, BMW, which attracts only a small share of buyers in the new car segment, becomes one of the key players in the used car category, and Mercedes‑Benz vehicles are also popular. Meanwhile, Škoda, which is very popular in the new car segment, plays a more modest role in used cars – it is chosen by around 9% of customers.
More sustainable mobility is becoming increasingly in demand – already 44% of all car purchases financed by Citadele Leasing are alternative drive vehicles, including electric cars, hybrids and plug‑in hybrids.
Generational contrasts in car choice
“The youngest generation of car buyers clearly demonstrate an interest in modern design, dynamic driving experience and electric car capabilities. Meanwhile, the middle and older generations are more focused on reliability, sustainability and practical use. These differing priorities create a balanced market picture, where demand for classic values remains while interest in innovative solutions grows,” notes Citadele Leasing Chairman of the Board Ģirts Glāzers.
Generation Z (customers up to 28 years old) are only just beginning their car story, but interesting trends are already emerging. In addition to the usual choices such as Volkswagen and Toyota, young people show interest in more dynamic and newer brands – CUPRA and BYD. This indicates that this generation pays more attention to contemporary design, innovation and electric solutions. Likewise, this generation shows the least pronounced interest in BMW car models.
Millennials (29–44 years old) are the most active car buyers, accounting for more than half of all transactions. This generation chooses Volkswagen, BMW and Toyota. This shows that Millennials want to combine practicality with a certain level of prestige – for them, a car is both an everyday convenience and a status symbol. This is the generation that buys about half of all alternative drive vehicles financed by Citadele Leasing in Latvia.
Generation X (45–60 years old) particularly appreciates Toyota, while Volkswagen and Škoda vehicles are also in demand. This generation often looks for practical, functional and cost‑effective solutions. Therefore, they are more likely than other generations to have chosen the Dongfeng brand. As Chinese car manufacturers enter the Latvian market more actively, representatives of this generation are more likely to purchase practical cars offered at a lower price than European brands.
Baby Boomers (61–79 years old) are more conservative in their choices – they too most often choose Toyota, with Volkswagen also popular. Drivers of this generation do not choose electric cars.
Originally published at https://inc-baltics.com/lietotu-auto-pirceji-izvelas-prestizu/
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