Understanding vehicle owners’ attitudes towards maintenance and repair: A roadmap for the auto care industry 

Not every Canadian vehicle owner treats maintenance and repair with the same level of attention. While this may seem obvious, the 2024 edition of Canadian vehicle owners’ attitudes towards maintenance and repair from AIA Canada’s Consumer Behaviour Series, uncovers the depth and complexity of this issue. The findings offer a valuable lens for auto care businesses to better understand consumer behaviour and tailor their services accordingly. 

A market with many mindsets 

The report highlights a highly fragmented market. Perceptions around the importance of maintenance and self-assessed knowledge vary significantly across demographic groups, geographic regions, and vehicle profiles. Differences are particularly noticeable depending on the age and warranty status of the vehicle, as well as where owners typically receive service. 

This fragmentation presents a challenge. It confirms that a universal marketing or service approach is not effective. Service providers must be agile, adjusting their strategies to suit a wide range of consumer attitudes. Knowing your customer is not just helpful, it is essential to delivering relevant and trusted service experiences. 

Knowledge gaps and customer vulnerability 

Although most vehicle owners describe themselves as somewhat knowledgeable, nearly half admit to being not very or not at all informed about vehicle maintenance. This creates a sense of vulnerability, especially when service decisions must be made. Many consumers do not feel confident navigating these decisions, which can lead to anxiety and mistrust. 

For auto care businesses, this is a clear opportunity. By offering clear explanations and educational support, providers can reduce the knowledge gap and empower their customers. Those who take time to explain procedures, recommend preventative measures, and reinforce the benefits of timely service will build more trusting and lasting relationships. 

Safety and affordability are top of mind 

When it comes to deciding whether to maintain or repair their vehicle, safety is the leading motivator for Canadian owners. This is followed closely by concerns about reliability and the desire to avoid costly repairs down the line. At the same time, affordability remains the most significant barrier. Although nearly 90 percent of respondents believe maintaining their vehicle is manageable, cost is the top difficulty reported. 

Few owners budget for vehicle maintenance, making the financial aspect especially sensitive. Independent service providers that can clearly communicate the long-term value of preventative service—especially when framed around safety and reliability—will resonate more effectively with their customers. 

Tailored engagement is essential 

Owners across all age groups still value traditional reminders like windshield stickers, but digital tools are gaining popularity, particularly with younger drivers. Applications that notify users of scheduled maintenance and include educational links performed best in 2023. 

This underscores the importance of meeting consumers where they are. Whether using low-tech or high-tech methods, the key is personalization. By aligning service reminders and communication tools with the needs and habits of each customer segment, auto care shops can become trusted partners in vehicle care. 

Turn insight into impact 

Dive deeper into the 2024 report and use its findings to tailor your approach, strengthen customer relationships, and deliver service that resonates. Understand your customers, speak their language, and become the trusted partner your clients are looking for. Access the full report, free for AIA Canada members, and $199 CAD for non-members, to start transforming how you engage with vehicle owners across Canada.