For Kansas City consumers, “more” no longer means luxury but rather better experiences, smarter value and greater peace of mind. As summer approaches, bringing graduations, Mother’s Day and global events like the FIFA World Cup 2026, this shift is becoming even more pronounced. New research commissioned by Mazda North American Operations (MNAO)1 dove into the changing consumer sentiments that drive Americans, revealing that for Kansas City residents specifically, “experience” is a primary motivator, alongside safety and value. 

The data reveals a clear evolution in priorities. Today, 80 percent of Americans say comfort, performance, technology and design matter more than a luxury brand name alone, signaling a change from status-driven decisions toward experience-driven ones.

The mindset is especially clear among moms, who are often key decision-makers in the household. Nearly eight out of ten moms (79 percent) prioritize comfort, performance, and technology over a brand name, while 93 percent say advanced safety and driver-assist features are essential for peace of mind and family protection. In fact, many are willing to make meaningful trade-offs. More than half would give up everyday luxuries like dining out or entertainment subscriptions for a year to drive their ideal vehicle.

This shift extends beyond one generation. Gen Z’s growing economic influence makes them a crucial market segment, and their attitudes towards major life milestones are evolving beyond traditional markers like homeownership. Rather than equating quality with price or prestige, Gen Z evaluates vehicles based on how they enhance daily life through intuitive technology, connectivity and in-cabin experience. Nearly all respondents cited advanced safety features (94 percent) and intuitive technology (93 percent) as important.

Kansas City is known for its strong sense of community, growing cultural influence and role as a World Cup host, this perspective resonates. A quarter of local drivers define “more” as getting premium quality without overpaying, underscoring a broader shift toward thoughtful, experience-driven spending.

That mindset feels distinctly Kansas City. People here value quality and practicality, but they also want to enjoy the moments in between. Increasingly, consumers are prioritizing purchases that add value to everyday life rather than simply signaling status.

Here, “more” isn’t about showing off. It’s about getting more out of life.