Understanding millennial vehicle owners: Key insights for Canadian auto care businesses

In today’s evolving auto care landscape, staying ahead means understanding your customers—especially those who make up the largest share of the car-owning population: millennials. AIA Canada’s Consumer Behaviour Series report, Understanding millennial Canadian vehicle owners, 2024 edition, offers timely insights that can help businesses in the auto care sector better connect with this influential demographic. 

Who are millennial vehicle owners? 

Millennials, born between 1980 and 1996, currently fall between the ages of 28 and 44. As tech-savvy, socially conscious consumers, they value transparency, convenience, and personalized service. In Canada, they represent a key segment of vehicle owners, with increasing buying power and growing expectations around automotive maintenance, repair, and innovation. Understanding how millennials approach car ownership and service decisions is critical for shops aiming to remain relevant. 

What the data shows about Canadian millennial vehicle owners 

This report dives into several areas that define millennial attitudes and behaviours: 

• Maintenance and repair preferences: Millennials are proactive about vehicle care but often rely on digital tools to research options and manage service appointments. They favour convenience, trustworthiness, and clear communication. 

• Perceptions on in-car data: Two-thirds of millennials agree that it never occurred to them to find out more about the data their vehicle produces and who owns it. As a result, 51 per cent of respondents believe they would be more proactive in maintaining their vehicle if they were more familiar with the type and amount of data their vehicle produces. 

• Electric vehicle (EV) ownership: Millennials are leading the shift toward electric vehicles. Their interest in sustainability and tech-forward transportation makes them more likely to consider EVs and hybrids when purchasing. For example, 6 per cent of Canadian millennials own EVs, whereas only 5 per cent of Canadians over the age of 18—excluding millennials—own EVs. 

• Choosing a service provider: Brand loyalty matters less than factors like pricing transparency, digital convenience, and customer reviews. Many weigh the pros and cons of dealerships versus independent shops. However, over half of millennials use both dealerships and independent automotive service providers for both EV and non-EV maintenance and repair. 

Why millennials are key for auto care businesses 

The insights from the report offer a blueprint for aligning business strategies with millennial expectations. Auto care businesses can benefit by: 

• Streamlining digital touchpoints, like mobile-friendly booking and text reminders. 

• Offering education on EV maintenance. 

• Creating transparent, value-driven pricing models. 

• Leveraging social proof through reviews and referrals. 

Examples of effective engagement include loyalty apps, video-based diagnostics, and eco-conscious service packages—all of which resonate with millennial values. 

Accessing the full report 

The Understanding millennial Canadian vehicle owners, 2024 edition report from the Consumer Behaviour Series is a must-read for auto care professionals looking to future-proof their operations. Always free for AIA Canada members, and available to non-members for $99 CAD.