From insight to action: Aligning auto care with Canada’s growing EV market

The continued growth of electric vehicle (EV) adoption across Canada is reshaping the auto care landscape and the expectations and attitudes of vehicle owners. These shifts present strategic challenges and meaningful opportunities for auto care businesses. AIA Canada’s latest Consumer Behaviour series report, Electric vehicle maintenance and repair: Insights from Canadian consumers, examines how EV owners approach maintenance and repair, how they choose a service provider, and their awareness regarding EV-related warranties and incentives. The findings provide valuable context to help auto care businesses better align with the needs of a growing EV customer base. 

Strategic insights to inform business decisions 

This report offers key observations that can support decision-making across operations, training, marketing, and customer engagement. While the full findings are available in the report, some notable themes include: 

• Trust in specific businesses: 73 per cent of EV owners believe dealership technicians are better qualified to service their vehicles. This perception directly affects how independent service providers position their capabilities and build customer confidence. 

• Knowledge gaps: Misunderstandings remain around warranty terms and the use of independent repair shops. For example, 41 per cent of EV owners mistakenly believe that their vehicle warranty is voided if they use an independent repair shop for maintenance and repairs. Addressing these misconceptions represents a tangible opportunity to build trust and capture market share. 

• Customer profile: EV owners are proactive, well-informed, and typically belong to higher-income households with multiple vehicles. This demographic presents long-term value for shops that can meet their service expectations. 

The report also highlights emotional and behavioural factors that influence consumer choices—many of which can be addressed through improved communication, technician training, and customer education. 

Implications for the auto care sector 

As the EV population continues to grow, so does the importance of adapting service offerings to meet changing demands. This report equips auto care professionals with the data and insights necessary to: 

• Demonstrate technical competency in EV maintenance and repair 

• Build consumer confidence through targeted education and outreach 

• Enhance marketing strategies to appeal to high-value customer segments 

Understanding how EV owners perceive and interact with service providers allows businesses to position themselves effectively today and in the future. 

Access the full report 

Electric vehicle maintenance and repair: Insights from Canadian consumers is available now, free for AIA Canada members, and $199 CAD for non-members. By leveraging insights from this report, auto care businesses across Canada can make informed, proactive decisions that support long-term growth in an increasingly electrified market.