How drivers feel about vehicle technology—and why it matters for the auto care sector

Today’s vehicles are rolling ecosystems of advanced technology—from safety innovations like adaptive cruise control and lane keeping assist to digital comfort features such as wireless charging and ambient lighting. As this wave of tech transforms the driving experience, it also changes the way the auto care sector must approach repair, diagnostics, and customer communication. 

For automotive service providers (ASPs) across Canada, staying competitive means not only keeping pace with technical advancements but also understanding how consumers perceive and respond to this technology. The opportunities are significant—but so are the challenges. 

What do vehicle owners really think about vehicle technology? 

While over half of Canadian vehicle owners recognize that technology is making roads safer, many are also wary of its downsides. Based on the respondent profile, a striking 75 per cent believe that increasing vehicle technology is driving up repair and maintenance costs. On top of that, 57 per cent say they have trouble understanding the recommendations they receive from service advisors—pointing to a growing communication gap between consumers and technicians. 

Perhaps most concerning for ASPs is the finding that 44 per cent of vehicle owners feel compelled to return to their dealership for repairs, even after the warranty has expired. This percentage jumps to 53 per cent among owners of newer vehicles (2021 or later) and those still under warranty. These numbers suggest that many Canadians still associate tech-heavy repairs with dealership expertise. 

However, there is good news too. Approximately half of vehicle owners acknowledge that ASPs have access to the right parts, quality components, and technical know-how to service modern vehicles. The challenge lies in converting neutrality or uncertainty into confidence. Many vehicle owners are not opposed to ASPs—they simply need more information and reassurance. 

Turning insight into action 

In AIA Canada’s latest report, What does this button do? Exploring consumer views on modern technology, provides comprehensive insights into how Canadian vehicle owners perceive modern vehicle technology, and how those perceptions shape their decisions for maintenance and repair. 

Throughout this report, readers can expect to find key findings, such as: 

• ASPs are seen as competitive for technologies like remote start systems, tire pressure monitoring systems, and climate control—but dealerships still dominate in safety-related repairs. 

• A growing number of consumers are shopping around for quotes or even exploring DIY repairs, particularly for non-critical “creature comfort” technologies. 

• Many vehicle owners who split servicing between ASPs and dealerships—and those who feel more knowledgeable—are more likely to trust ASPs’ capabilities. 

For ASPs, this data underscores the importance of two strategic focuses: education and communication. Whether it is investing in staff training, improving how technical recommendations are explained, or showcasing capabilities more clearly, these actions will help shift consumer perceptions and build lasting trust. 

Empower your business with data-driven decisions 

As vehicle complexity increases, so does the importance of understanding your customer. This report is an essential tool for professionals in Canada’s auto care sector who want to better engage with today’s tech-savvy—but often tech-wary—vehicle owners. 

Get your copy of the report, complimentary for AIA Canada members, now to uncover insights that can guide your business strategy, boost consumer confidence, and ensure your shop is seen as a trusted destination for servicing today’s—and tomorrow’s—vehicles.