Generations are defined by the transformative events and innovations that shape the world around them. Whether it’s the moon landing, the advent of social media, or the rise of EVs, these landmark moments form the fabric of our lives, threading together the attitudes and behaviours that distinguish one Generation from another. They are the backdrop against which each Generation sees the world, what they value and how they choose to live.
Meet John Lewis, a visionary leader at Volkswagen Financial Services (VWFS), who is the Head of Product Strategy and Development. With his finger on the pulse of the automotive future, John drives the creation of innovative vehicle funding solutions that adapt to the needs of retail customers. VWFS, a division of the Volkswagen Group, plays a vital role in supporting the sale of Volkswagen, Audi, ŠKODA, SEAT and other Volkswagen brands around the globe.
Offering a comprehensive range of mobility solutions—from financing and leasing to insurance, service, maintenance and repair—VWFS operates in over 40 countries, delivering tailored financial solutions that enable Volkswagen Group’s diverse automotive business to thrive.
Before making his mark in the automotive sector in 2015, John honed his expertise in retail and hospitality, gaining a deep understanding of customer behaviour and market dynamics. Since joining WVFS , he has held several key roles, each adding a new dimension to his skillset . In 2020, John made a strategic shift to product development, where his passion for innovation and customer-centric design now fuels the future of vehicle financing.
Baby Boomers: Born to drive
In 1955, Baby Boomers on both sides of the Atlantic swayed to the rhythm of Bill Haley & His Comets’ “Rock Around the Clock.” In their hands were the steering wheels of iconic cars of the safeera: the American Chevrolet Bel Air, the European Ford Consul and the Volkswagen Beetle. These vehicles were of high style and reflected the times—sleek, flashy and full of personality. But when it came to safety? Well, that was a different story.
Brake lights were often an afterthought, dual windshield wipers were considered a luxury and the concept of crumple zones or airbags? “They weren’t even on the radar,” John adds. “And as for navigation, forget any high-tech systems. Drivers relied on memory or, at best, a street map book stashed in the glove compartment.” It was a time when the thrill of the open road outweighed any concerns for safety features, a time when cars were all about freedom and the promise of new adventures.
“The Boomers witnessed the dawn of a new era in driving,” John explains. With the introduction of alternators, power steering and air conditioning, cars became more reliable and significantly more comfortable. John highlights, “It was an era when cars became symbols of freedom and adventure, capturing the spirit of the age in chrome and steel.”
Generation X: The age of safety
By 1972, as the Carpenters picked up their Grammy, Americans navigated the roads in Chevrolet Impalas, while Europeans remained faithful to the classic Volkswagen Beetle. It was the era that began to prioritise safety. “Gen X saw developments grounded in better safety for drivers,” John notes, “with three-point seatbelts, head restraints and low-speed bumpers becoming more common and the introduction of anti-lock braking systems.”
Still, safety was far from standard. Many of these features were optional and automotive safety standards were a distant cry from today’s rigorous requirements. Yet, the ’70s marked the dawn of a new era in automotive safety, as regulations tightened and technologies like airbags paved the way for safer roads.
“Drivers still relied on their memory or that trusty street map book in the glove compartment for navigation,” John adds. It was a transitional period—cars were becoming safer, but the essence of driving remained much the same, relying on skill and instinct.
Generation Y: The birth of modern automotive technology
Fast forward to 1989. While “Driving Miss Daisy” was claiming the Oscar for Best Picture, the Honda Accord won American hearts, with over 362,707 units sold. Meanwhile, Europeans were enamoured with the Volkswagen Golf. “Gen Y saw rear seatbelts becoming standard and structural reinforcements for better collision durability,” John adds. “Driver-side airbags were increasingly common, with a few cars even featuring passenger-side airbags—a novel luxury at the time.”
Navigation still meant using a street map book, but change was in the air. “Gen Y witnessed the origins of today’s EVs,” John continues. “While the first electric rockets were already exploring space, inside their cars, electronic chassis enhancements, sensors, stable control systems and improved computing power began transforming vehicle design.”
It was a time of bold experimentation—when automotive technology was finally starting to catch up with the science fiction dreams of the past. “Cars were evolving,” John Lewis points out, “adopting new technologies that would lay the groundwork for the future of mobility.”
It was an age when the industry wasn’t afraid to push boundaries to see just how far the marriage of innovation and imagination could go. Vehicles were becoming more than just machines; “they were starting to reflect the ingenuity and vision of a new era, one that would pave the way for the automotive advancements we see today.” reflects John.
Generation Z: Tech-driven driving
By 2004, the world was celebrating the Nobel Peace Prize win of Wangari Maathai, while American drivers were enamoured with the rugged Ford F-Series pickup. Across the Atlantic, the 5th Generation Volkswagen Golf still won over European drivers. By this time, airbags were standard for front seats across North America, with many vehicles featuring multiple airbags, including side impact protection. “Anti-lock Braking Systems were in nearly every vehicle and features like Side Impact Protection Systems and Whiplash Protection Systems were increasingly standard in higher-end models,” John elaborates.
“Emergency Brake Assist, the LATCH system for child seats and Tyre Pressure Monitoring Systems were gaining momentum,” John Lewis continues. Meanwhile, those old, dog-eared street map books were starting to collect dust in the glove compartment as GPS-based navigation systems—complete with DVD or hard drive storage—took the wheel.
And in the shadows, a little-known startup called Tesla was quietly dreaming up the future of motoring, preparing to shake up the industry in ways no one could have predicted. It was a time of change, with the seeds of a technological revolution beginning to sprout.
Gen Y marked integrating technology into every facet of the driving experience. Safety features and digital innovations transformed driving from a simple task into a high-tech experience, setting the stage for an even more connected future.
Generation Alpha: The era of electric mobility
As we approach the end of the Generation Alpha era, these young passengers are the safest in automotive history, protected by advanced technologies from day one. By the time they become drivers, the era of the individual combustion engine car will be firmly behind us.
“Gen Alpha is poised to be the most cocooned group of drivers in history,” John Lewis observes. Their cars will have various cutting-edge features: Advanced Driver Assistance Systems, structural safety enhancements, regenerative braking, instant torque and robust battery safety measures.
“Standard equipment will include Acoustic Vehicle Alerting Systems, high-beam assist, traction control, fatigue detection and more airbags than you can count,” John continues, painting a picture of a driving future where collision avoidance, autopilot capabilities and semi-autonomous driving offer even more layers of protection. It’s a world where technology wraps these young passengers in a near-impenetrable bubble of safety.
John vividly describes what’s ahead: “Gen Alpha will witness even greater advancements in their vehicles, becoming part of an EV era that’s not just more sustainable but more intuitive, connected and safe.” But the evolution won’t stop with the technology inside the cars; it will extend to how this Generation owns them.
“There will be countless ways for Gen Alpha to get behind the wheel of these futuristic machines,” he notes, “from flexible leasing options to innovative financing plans.” The shift is expanding the range of choices available, making it easier than ever to access the latest tech without the hefty price tag of outright ownership. For Gen Alpha, driving won’t just be about where they’re going, but how they get there—on their terms.
With the pace of technological change accelerating, the future is promising to be more thrilling than ever. “VWFS is here to ensure that drivers of all generations stay ahead of the curve,” John confidently asserts, emphasising the company’s commitment to providing the financial tools and solutions necessary to access cutting-edge vehicles and innovations in automotive technology.
But what comes next?
The Generation that follows Gen Alpha might never get behind the wheel. “With the era of autonomous vehicles just around the corner, Gen Alpha may very well be the last to learn the art of parallel parking or master the fine balance of clutch control,” John muses.
As driving becomes increasingly automated, future generations could become permanent passengers. Driving might soon become a nostalgic skill, like reading a map or using a rotary phone. Will Gen Alpha be the last to grip a steering wheel? Only time and technology will tell.
Eran Ofir, CEO at Imagry, echoes the sentiment that the Generation that follows Gen Alpha will be entering autonomous mobility, informing: “The main story of autonomous vehicles is that it is finally happening. We’ve been talking about autonomous driving for a decade, creating many new businesses and waves of hype, to no avail. Now, we are reaching the tipping point where things are materialising.”
Reflecting on the past, driving into the future
Reflecting on Volkswagen’s storied past, Heinrich Nordhoff, who took the helm of Volkswagen in 1948, played a crucial role in rebuilding the company after World War II. He once remarked on the Volkswagen Beetle’s popularity: “The Beetle is not just a car; it is a phenomenon that embodies freedom and the joy of driving. Its simplicity and reliability were its greatest strengths.”
So from Nordhoff’s Beetle to today’s electric vehicles and tomorrow’s autonomous cars, Volkswagen’s journey mirrors the evolution of generations—each defined by their unique experiences, yet all united in the timeless human desire for mobility, freedom and progress.
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