Are Classic American Muscle Cars Gaining Popularity with Younger Generations?

Let's address a burning question: are classic American muscle cars becoming more popular among younger generations? Upon closer examination, the answer seems to be a resounding no, and I'm speaking from a uniquely American perspective. The United States is often referred to as the most 'car-centric' culture on earth, and yet, the landscape of car enthusiasts has shifted over the years.

For nearly two decades, I was deeply involved in the restoration, repair, and servicing of American cars from the 1930s through the 1970s. My work included tracking prices, values, and market trends. However, after 15 years, my involvement in the market has become less frequent. The current market trends indicate a flattening, influenced by the popularity of specific cars and eras. Let's explore why this is the case.

The Disconnect: Old Fossils vs. Young Enthusiasts

One can see a stark contrast at a typical car show. One section displays street rods, street roadsters, and 'hot rods' from the 1940s and 1950s, alongside classic American muscle cars from the 1960s. Though these cars attract owners passionate about them, most of these owners are 'grey hairs'—individuals like myself, with decades of experience. In another part of the show, you'll likely find '90s and newer Honda, Volkswagens, and pickups, all customized and tricked out. The owners here are mostly young guys. This segregation by era seems to indicate a demographic divergence in car appreciation.

Changing Generational Car Preferences

While car shows reveal this trend, the reality is that younger people are less interested in cars in general. In decades past, receiving a driver's license was a significant milestone. However, today, for many, getting a license is merely a 'meh' event, not considered as exciting or pivotal. This shift may be influenced by a variety of factors, such as the increased availability of public transportation, the rise of ride-sharing services, and changing societal values.

For those who do care about cars, their preferences are also evolving. In the past, we often envisioned certain cars—like muscle cars or sports cars—when we thought about our future. When we finally got our first car, it was usually not the 'cool car' we wanted but rather the one we could afford. Life then intervened, and we grew older, often settled down with a family, and eventually found ourselves with a car that appealed to our younger self. However, this is the profile of my customers in the old car business: people who can now afford the vehicles they wanted, which might include classic American muscle cars or even sports cars.

No Nostalgia for the Sixties and Seventies

The reality is that younger people under 40 today don't have nostalgic memories of the classic muscle cars from the 1960s and 1970s. They formed their opinions about desirable cars as they grew up with the cars of the 1990s. Consequently, while those in their late twenties and early thirties might have a deep appreciation for classic American muscle cars, they are still in the minority among car enthusiasts.

There are, of course, exceptions. For instance, I know a guy in his late thirties who has the means to acquire multiple cars and has shifted his focus from muscle cars to pre-1920s brass cars. This is the exception to the rule, as there are younger enthusiasts drawn to the nostalgia of early automobiles.

Investing in Childhood Dreams

For those who are lucky enough to have the financial means, there is often a desire to 'buy back their youth' by acquiring classic American muscle cars. My own experience echoes this: my interest in the '50s and '60s cars began during my youth, and now, with the means to do so, I can indulge that passion. My current driver, apart from a '15 Honda Accord coupe, is a '53 Chevrolet pickup, which reflects my need for a pickup for work purposes. The process of 'restifying' this old Chevy is a personal statement on maintaining the legacy of classic American muscle cars.

Thus, the conclusion is that, while there may be exceptions, classic American muscle cars generally hold little interest among the younger generation that is passionate about cars today. The car culture is driven primarily by nostalgia, and for the most part, the cars that are considered 'cool' are those from our youth.