Masters in Business · Thursday, July 9, 2026
McKeel Hagerty discussed the significant generational wealth transfer in collector cars, with an estimated twelve million enthusiast vehicles changing hands in the U.S. over fifteen years. He observed that younger generations are interested in different types of vehicles, including trucks, vintage SUVs, and performance cars from the 80s and 90s, diverging from previous generations' focus.
“Well, again, big big story, you know, contrary to know data that we were reading a few years ago, is the next generations are absolutely into cars. They like them. They're just into different kind of cars than our parents were.”
“I think that's right, they did, and they're different. And I'm one of my little cottage industry things that I do is if I remember driving anywhere near a high school parking lot, I look to see where the young car people park their cars, and they usually park them in the back of the parking lot and not up near the school, and they all park next to each other. So then go hang out afterwards. And what you're going to see right now of a butt with the seventeen and eighteen year old's car people in these high schools is you know, you're going to see BMW's, You're going to see Audi's, You're going to see some you know, various performance Japanese cars. You know, you're not going to see anything fancy. They can't afford them, but that's the cars they're starting with.”
“Trucks are, of course another big entry point and it's another another huge trend, so not just pickup trucks, but kind of vintage SUVs. So jeeps are still right now one of the hottest brands. It's huge. Of course, Broncos are one of the hottest things. Of course, if they can afford them. You know, depending on it, a land Rover or International Scouts. These are the cars that people are interested in because so many cars today are SUVs anyway, and so the vintage version of them are one of these kind of more off road vehicles, and there's a big industry of modifying them, making them work a little bit better.”