Dealership or independent? What drives the choice

When Canadian vehicle owners need maintenance or repair, what makes them choose one service provider over another? 

For some, the dealership remains the preferred choice. Others rely on an independent automotive service provider (ASP), while many move between the two depending on what their vehicle needs. Understanding what drives these decisions can help auto care businesses strengthen customer relationships and build long-term loyalty. 

AIA Canada’s Consumer Behaviour Series report, Dealership vs. independent: How Canadian vehicle owners choose a service provider, explores what influences Canadians when choosing where to take their vehicle and what keeps them coming back. 

It is not always dealership versus independent 

Vehicle owners do not necessarily fall neatly into one camp. Among those who use service centres, 50% use both dealerships and other service providers for maintenance and repair. 

What determines where they go? Price, warranty considerations, trust, technical expertise and the type of service required can all play a role. The report takes a closer look at how consumers perceive dealerships and ASPs across different areas of the customer experience and where each may have an advantage. 

Reputation matters when attracting new customers 

When it comes to finding a new ASP, personal recommendations remain a powerful influence. 76% of vehicle owners identify a recommendation from a friend, family member or colleague as a top priority when choosing a new provider. Price is also important, cited by 71%. 

Consumers are also turning to both their personal networks and online sources to find their next service provider. This means businesses need to consider not only the experience they provide in the shop, but also the reputation that experience creates beyond it. 

Trust can turn a visit into a relationship 

Attracting a new customer is only the beginning. Building trust can help turn that first visit into a lasting relationship. 

The findings suggest that communication and consistency can make a difference. 68% of vehicle owners say they would trust a service centre more if they consistently had the same technician working on their vehicle. Taking time to explain maintenance and repair needs and helping customers plan ahead can also contribute to greater confidence. 

What can your business learn? 

What keeps Canadian vehicle owners loyal? Where do dealerships and independent providers stand out? And what could encourage a customer to look elsewhere? 

Dealership vs. independent: How Canadian vehicle owners choose a service provider takes a deeper look at the behaviours, attitudes and expectations shaping service decisions across Canada. Get your copy today, free for AIA Canada members, and $199 for non-members.