How do Millennials approach vehicle repair?
With Millennials hitting their mid-40s at the top end, the Automotive Industries Association of Canada has taken a look at how this age group views vehicle maintenance and repair.
AIA Canada’s latest Consumer Behaviour Series report, Understanding Millennial Canadian vehicle owners, sheds light on the behaviours, attitudes and preferences of millennial vehicle owners, those aged 25-44. It explores evolving trends in vehicle maintenance, repair habits and the integration of emerging technologies such as electric vehicles (EVs) and telematics.
The findings highlight the need for the automotive aftermarket to innovate and adapt. From improving communication and leveraging digital tools to addressing concerns over EV servicing and data transparency, millennials’ tech-savvy and value-driven expectations are of growing importance.
The report offers a roadmap for understanding and engaging the millennial demographic. Here are some highlights.
Millennials and vehicle maintenance
Millennials display a divided approach to vehicle care, with some feeling confident about maintenance while others express helplessness at the service counter — 36 per cent of them said they “feel helpless bringing their vehicle in for maintenance and repair” while 57 per cent said that they are very or somewhat knowledgeable when it comes to vehicle maintenance and repair.
A significant portion engages in do-it-yourself (DIY) tasks like oil changes or tire pressure checks. Maintenance reminders, such as app notifications or dashboard alerts, are well-received by millennials, suggesting the generation prefers tech-enabled solutions.
Dealerships vs. independent
The report examines millennials’ perceptions of dealerships versus ASPs with independents trailing in key areas.
For example, while most Millennials will go to either the dealer or an ASP, when choosing between one or the other, the dealer came out ahead. And when asked who performs the work better, 37 per cent said dealers; 32 per cent said they’re both equal and 31 per cent choose independents.
Millennials also believe techs working in a dealership are better trained than those in an independent shop. Some also think that visiting an ASP would nullify their vehicle’s warranty.
To enhance trust, Millennials want: More time were spent explaining the impact of maintenance and repair; better planning for the short, medium and long-term; and the same technician working on their vehicle.
Other topics
The report explores the growing trend of online shopping and where they prefer to shop. Many conduct research online before visiting physical stores.
It also explores electric vehicle ownership among Millennials and where they prefer to have their vehicles services.
Millennials expressed concern in the report over data control and support standardized, open-access systems that would allow independents equal footing with automakers.
The report is available from AIA Canada for free to members and $99 to non-members.
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