Survey: 54% of Americans say cars have too much tech, worry about repair costs

Enterprise Mobility’s second annual “On the Move” survey shows that 54% of Americans believe new cars have too much technology, while 72% worry about things like repair costs if something breaks.

Nearly 7 in 10 (68%) drivers say they would willingly give up the latest tech for a more affordable vehicle, according to the survey results.

When asked the top three factors inhibiting a general car purchase over the next two years, affordability takes center stage.

Concerns include:

• • “I can’t afford the type of car I want” (34%)
  • “Interest rates are too high” (31%)
  • “Cars are too costly to maintain” (24%)

In September, the average transaction price (ATP) of a new vehicle in the U.S. was $50,080 for the first time, according to estimates by Kelley Blue Book (KBB).

Rather than embracing every new feature, many drivers are calling for balance: Over half of the survey respondents said they would prefer a mix of touch screens and physical buttons, according to the Enterprise survey.

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

Fewer than 1 in 5 respondents said they desire high or full automation, with Gen Z and Millennials most likely to prefer it.

“As drivers navigate this tech shift, rentals are becoming more than just a convenience,” the release states. “U.S. drivers may be viewing rentals as a good way to test new features before making a long-term commitment. In fact, nearly half (48%) of U.S. drivers say they expect rental vehicles to have all the latest technology.”

Among the 10% of those surveyed who have ridden in an AV, 92% said they walked away with the same or a better perception of AVs.

Broadly, Americans’ comfort level with the technology has actually dropped 5 percentage points YoY, according to Enterprise.

“This is not surprising for an emerging technology that is starting to come into the spotlight,” said Chris Haffenreffer, Enterprise Mobility vice president of strategy.

For those cautious about the rise of AVs, the usual suspects top their worry list, from technical errors (67%) and the preference to control their own destiny (63%) to safety fears (54%), Enterprise said.

“But there’s a silver lining in a cloud of caution,” an Enterprise press release says. “Six in 10 Americans who are excited about AVs recognize that they could be game changers for people who can’t or don’t drive (60%), and more than half (51%) recognize that AVs give riders time to do things in a car besides drive; for example, turning commutes into ‘me time.'”

“There’s still some hesitation around AVs, but these insights reinforce the fact that experiencing technology changes everything,” added Haffenreffer. “As a global mobility leader, we have the opportunity to expose customers to new technology to increase their comfort and adoption. 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.”

Although more Americans are using hybrid or electric vehicles as their primary rides (up 7 percentage points YoY), overall EV consideration has hit cruise control, inching up just 1 percentage point since 2024 to 41%, Enterprise said.

The top purchase motivators are saving money on gas (38%) and using a vehicle that’s “better for the environment” (30%), while the top deterrents are up-front costs (35%) and range anxiety (35%).

Enterprise has found that the market appears to be splitting into two camps on EVs: Committed enthusiasts, who are likely to purchase an EV as their next car, are as likely —or more likely — to consider purchasing an EV than they were 12 months ago (93%); and holdouts, who are unlikely to purchase an EV as their next car, remain firm in their reluctance (98%).

Regional divides also stand out, with Americans in the West (52%) more likely than those in other regions to consider EV adoption.

The survey also found that weekly use, or more, of vehicles by Gen Z has increased to 66% in 2025, up from 62% in 2024. And 52% of Gen Zers said they’ve driven their car more this year than last, which Enterprise noted was the biggest increase of any generation.

The share of Gen Z respondents who reported using a private vehicle only once or a few times a month decreased year-over-year (YoY) to 3% in 2025, down from 7% in 2024.

At the same time, Enterprise’s survey found that:

• • Gen Z (14%), Millennials (13%), and Gen X (11%) are more likely than Baby Boomers (2%) or the Silent Generation (1%) to use mass rapid transit weekly or more.
  • Gen Z (16%) and Millennials (12%) are more likely than other generations to use ride-hailing services weekly or more.
  • Gen Z (18%), Millennials (14%), and Gen X (16%) are more likely than Baby Boomers (4%) or the Silent Generation (3%) to use the public bus system weekly or more.

“Gen Z’s transportation habits defy easy categorization,” said Will Withington, Enterprise Mobility’s executive vice president of global operations, in the release. “The mobility landscape is changing fast, and consumers are shaping what comes next. This survey gives us valuable insight into how we can deliver mobility solutions that are people-centric and forward-thinking.”

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