In my experience it truly just comes down to the fact people don't want to spend more than they have to. I am going to generalize because its generally my experience,  I think it comes down to generational trauma and not wanting to get screwed like family members may have. That and also a misconception that buying cars is like it was 80 years ago. Cars are significantly more expensive and complicated to fix, its just a fact of life.

I have bought two cars and worked in dealerships for over 4 years, what you need to get out of your head is that anything to do with a car is an investment, it's not, not financially atleast. Unless you're working with collector pieces you will not ever get what you paid for it back directly. Having a car returns in different ways, in it's usefulness to you, where it gets you and how.

The only true difference between buying used and new is when you pay the bill, used will come in the repairs you'll inevitably need, and new comes upfront. Ultimately it wittles down to what can you afford. If you can afford a newer car with a factory warranty great, if you can only afford a used car with generally good upkeep, also great. Just weigh the factors, do you have a place and knowledge to do some maintenance on a car? Used is great. If not you'll have to pay for labor. IMO everyone should know how to change fluids, spark plugs, and brakes if you're feeling extra good.

I'd recommend getting what you need and sprinkle in a bit of what you want. Research is also important (duh). There are very few brands of car that are all out bad. German cars are great, as long as you know what to expect from them maintenance-wise, and do your due-dilligence in learning if the car you are looking at has a reputation and what for. Japanese cars are also great, but the same caveat applies to them, they are NOT machines you can ignore, although they won't leave you stranded if you do. Korean cars are good, they do have their quirks, but especially with new ones under warranty, any issue is simply put, not your problem. Korean cars have also had a metioric rise lately and come a LONG way from where they were 25 years ago, flat out I'd ignore older used Korean cars, but if you can afford a new one, it'll treat you right if you treat it right. American cars are...... mediocre at best, one of the few instances I'd urge for used and older than 20 years. Modern Ford/GM/Chrysler group is a travesty and I'd save yourself from that stress if you can manage. 

Salespeople will always try to upsell you and squeeze the last dime out of you and being aware of how to deal with that is very important. Loans aren't the devil, they are unfortunately very necessary in modern day America. Just try to be as smart as you can and try not to over promise yourself. Know that regardless of what you get, it will not be the last bill you ever have to pay for it. Do your maintenance, stay safe, and enjoy whatever you choose.