What do drivers really think about vehicle maintenance? Insights from Canadian vehicle owners
The way Canadians approach vehicle maintenance and repair is changing. Shaped by shifting priorities, levels of knowledge, affordability, and convenience, drivers across the country have very different ways of thinking about keeping their vehicles healthy.
Our latest Consumer Behaviour Series report, Canadian vehicle owners’ attitudes towards maintenance and repair, 2025 edition, takes a closer look at these behaviours. From concerns about safety to the growing role of technology, this report offer valuable insights for the auto care sector as it looks to connect with and support Canadian vehicle owners.
Knowledge and confidence gaps
One of the most striking findings is that few vehicle owners see themselves as well informed about their vehicles. Only 13 per cent describe themselves as “very knowledgeable”, while nearly half (43 per cent) admit they are “not very” or “not at all knowledgeable.”
This gap leaves many consumers feeling vulnerable when seeking repairs or service, highlighting an opportunity for service providers to empower customers through clear communication and education. Building trust and reducing uncertainty remain essential for fostering strong, long-term relationships.
Priorities: Safety first
When it comes to why Canadians choose to maintain or repair their vehicles, safety is the top motivator. Owners also recognize that regular upkeep extends a vehicle’s lifespan, prevents costly breakdowns, and reduces long-term expenses. However, it is clear that affordability remains a significant barrier. In some cases, vehicle owners do not budget or save for maintenance, which reinforces the need for service providers to emphasize the cost-saving benefits of preventative care.
Fragmentation in attitudes and behaviours
The Canadian vehicle owner market is far from uniform. Preferences differ across age groups, socio-economic backgrounds, warranty status, and service location. This diversity makes a “one-size-fits-all” approach to customer communication ineffective. Service providers need to know their customers well, tailoring their approach to resonate with distinct market segments—from first-time electric vehicle (EV) drivers to long-time owners of older vehicles.
The role of convenience and reminders
Another key takeaway is the importance of making maintenance feel easy. Fewer than one in three vehicle owners believe servicing their vehicle is a simple task. Simplifying booking, offering transparent pricing, and respecting customers’ time can significantly improve the experience.
Service reminders also play a crucial role. Traditional windshield stickers remain highly valued (80 per cent), but technology-based reminders are gaining traction, particularly among younger and EV or hybrid owners. Dashboard messages (79 per cent), email reminders (76 per cent), and text alerts (71 per cent) are proving increasingly effective. Meeting consumers where they are—especially on their mobile devices—presents an opportunity to engage younger drivers who might otherwise deprioritize maintenance. But do not even think about calling–this was voted as the least popular reminder amongst all age groups.
Why this matters
What is clear from the research is that Canadian vehicle owners are not a single, uniform group. Age, income, vehicle type, and even warranty status all play a role in how people think about maintenance. For the auto care sector, this means a “one-size-fits-all” approach will miss the mark.
Instead, the opportunity lies in:
- Tailoring communication to connect with different types of customers
- Highlighting value and safety to show why maintenance matters
- Making the process simple and stress-free to reduce barriers and encourage regular upkeep
A market full of opportunities
The challenges, like affordability and confidence gaps, are real. But so are the opportunities. By embracing digital tools, offering flexible and convenient reminders, and empowering customers with clear and trustworthy information, the auto care industry can not only strengthen relationships but also build lasting loyalty.
Get the full report
Interested in seeing what other insights the Canadian vehicle owners’ attitudes towards maintenance and repair, 2025 edition, report has? Get your copy today, free for AIA Canada members, and $199 for non-AIA Canada members.