This article explores young people's upper secondary school choices after recent reforms of school choice and competition in Sweden, drawing on interviews with students and school staff. The respondents identify important motives and strategies in students' school choices, for example, the character of school and schooling, the influence of marketing and education policy, as well as young people's identities and positions. Young people's horizons of action' and decision-making seem to vary, according inter alia to the degree of urbanity of their geographical locality and exposure to competition. Gender-, ethnicity- and social class-related factors also appear to be influential. We conclude that the school choice and competition reforms draw schools' attention to students' preferences, but the motive for the interest seems to have little to do with a concern to help young people to make educational school choices and future school-to-work transitions. Finally, we advocate modifications in the provision of career information and guidance.