More than memes: AIA Canada’s latest research report looks at what millennials think about vehicle maintenance and repair, and more

June 25, 2020

Making up over 25% of the population, Millennials represent more than 10 million Canadians*—all of driving age. Understanding what makes them different from the generations that preceded them is critical for any aftermarket business.

Millennials refer to a cohort of people born roughly between 1980 and 1996. But apart from that shared range of birth dates, they are a diverse group, both socially and economically. However, there are common trends to be found in how they look at vehicle ownership, maintenance and repair. Getting a grip on these trends is important – Millennials will be a driving demand in the Canadian automotive aftermarket for decades to come.

AIA Canada’s newest research release, Understanding Millennials: A Quick Profile of Young Canadian Vehicle Owners, takes a deep dive into the practices and attitudes of this demographic when it comes to vehicle ownership, maintenance and repair, how they use online shopping, and their views about the data their vehicles generate.

Some of the most interesting findings include:

  • Of the 36% who take their vehicle for maintenance and repair (M&R), 17% prefer going to an independent automotive service (ASP) shop only;
  • Millennials view ASPs as providing ‘value for money’ (53%) and being trustworthy (34%) as compared to dealerships; and,
  • 64% of Millennials would like to better understand who controls vehicle data, whereas 78% agree that vehicle manufacturers should be doing more to educate Canadians about who owns the data.

This report is written in an easily digestible, infographic style format. The report’s clear focus on the Millennial car owner provides aftermarket businesses with the strategic insight they need to develop outreach programs to capture this important group of Canadian vehicle owners.

AIA Canada members, grab your copy AT NO COST NOW!

Non-member price: $99

For more information, please contact Communications at:

180 Elgin Street, Suite 1400 Ottawa, ON K2P 2K3

1-800-808-2920, ext. 233



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