How independent auto care shops can win and keep electric vehicle customers

The rise of electric vehicles (EVs) and hybrids on Canadian roads is no longer a trend on the horizon—it is here, transforming the landscape of the auto care industry. This evolution brings both pressing challenges and exciting opportunities for auto care businesses. While the growing number of EVs alone is reason enough to notice, recent research reveals a deeper layer: EV and hybrid owners have distinct attitudes and expectations about vehicle maintenance and repair. These perceptions play a pivotal role in shaping their decisions about where to service their vehicles—and, ultimately, who earns their trust and loyalty. 

Understanding the EV owner mindset 

According to our research, EV and hybrid owners share many similarities with traditional vehicle owners on how they value maintenance and repair. They prioritize staying on top of their vehicle needs, with 69 per cent of EV owners reporting they keep up with all maintenance, compared to 60 per cent of non-EV owners. Furthermore, they are more likely to describe vehicle maintenance as easy to manage—94 per cent say it is at least somewhat easy. Nearly half (49 per cent) go as far as to say it is “very easy.” 

This confidence may be attributed to the fact that many EVs are still relatively new and require less frequent maintenance. It may also reflect that EV owners tend to be well-educated, higher-income households, often with multiple vehicles, giving them greater familiarity and resources to manage vehicle care. 

Interestingly, self-reported knowledge of maintenance increases with age, suggesting younger EV owners may need additional education and support to fully understand the technical aspects of servicing their vehicles. 

Dealerships hold the trust advantage 

While most EV owners continue to see auto care shops as offering better value for money, perceptions of technical expertise remain a barrier. For instance, 73 per cent percent of EV owners believe dealership technicians are better trained than those at independent service shops. By comparison, only 44 per cent of non-EV owners share this view. 

Warranty misunderstandings further reinforce this trust gap. The survey found that 41 per cent of EV owners mistakenly believe their warranty will be voided if they use an independent shop, even though automakers cannot invalidate a warranty solely based on where the service is performed—provided the work meets manufacturer standards. This highlights a critical area where independent service providers must educate consumers to shift perceptions and grow market share. 

Awareness gap limits growth 

Beyond perceptions of expertise, lack of awareness plays a significant role in EV owners’ service decisions. Many consumers do not know which service providers in their area offer EV maintenance and repair, which represents an opportunity for businesses to increase visibility and communicate capabilities more clearly. 

Additionally, educating consumers about aftermarket parts, dealership commissions, and warranty coverage can influence decision-making and increase trust. Demonstrating transparency and technical excellence will help auto care shops compete with dealerships and position themselves as trusted EV service partners. 

A strategic growth opportunity 

EV owners represent a high-value customer segment. Their households often have multiple vehicles, meaning that strong performance on one repair job can lead to service opportunities for other vehicles in the same household. This creates a powerful avenue for growth. 

As the EV market matures, dealerships may continue to hold a perceived edge, but auto care service providers have a path forward. By investing in technician training, increasing consumer education, and promoting their expertise, they can build confidence among EV and hybrid owners and secure a stronger position in this rapidly evolving market. 

To learn more about the impact of EVs on Canada’s auto care sector, get the full report, Electric vehicle maintenance and repair: Insights from Canadian consumers, always free to AIA Canada members, and $199 for non-members.