Data, diagnostics and decision-making: What drives Canadian EV owners’ service choices? 

Electric vehicles (EVs) are introducing a new layer of complexity to the auto care sector. Today’s EVs rely on advanced software, telematics systems, and continuous data exchange that influence diagnostics, maintenance, and repair pathways. As a result, questions around data access, technical capability and service choice are becoming central to how—and where—Canadians service their vehicles, with direct implications for independent automotive service providers (ASPs). 

AIA Canada’s latest Consumer Behaviour Series report, Data and diagnostics: Inside the mind of Canadian electric vehicle owners, delivers critical insight into how EV owners think about vehicle technology, telematics systems, data access and the right to repair. 

This research goes beyond maintenance habits, as referenced in our previous report, Electric vehicle maintenance and repair: Insights from Canadian consumers, it examines awareness levels, perceptions, and expectations that directly influence service decisions. For ASPs these findings have real strategic implications. 

The study, conducted with Quorus Consulting Group, compares EV owners, hybrid owners and non-EV owners to uncover meaningful differences in: 

• Understanding of modern vehicle technologies 

• Confidence in independent technicians 

• Awareness of telematics data access limitations 

• Attitudes toward manufacturer-controlled service ecosystems 

• Support for right to repair initiatives 

Opportunity and risk for the auto care sector 

EV owners tend to be more engaged with vehicle technology, but many also acknowledge that increasing complexity makes service recommendations harder to assess. Some indicate that advanced systems could influence them to return to dealerships, even outside warranty periods. 

At the same time, there is evidence that trust in independent technical expertise remains strong. That trust, however, depends on continued access to the diagnostic data required to properly service today’s connected vehicles. 

Additionally, the research highlights a gap between consumer awareness and the implications of restricted data access. As telematics systems become more central to diagnostics and maintenance, data control may quietly shape future market share. 

Insights to take home 

For auto care businesses across Canada, this report provides actionable intelligence to inform business planning, advocacy efforts and customer communication strategies. It helps answer critical questions: Are EV owners more dealership-loyal? Do they understand how data access affects repair choice? How does their mindset differ from other vehicle owners? 

Understanding these dynamics now is essential to staying competitive in an increasingly digital vehicle ecosystem. 

A complimentary executive summary is available. The full report is free to AIA Canada members and available to non-members for $199 CAD.