According to the latest AIA Canada study on millennial Canadian vehicle owners, it becomes evident that while there are distinctions between millennials and the overall 18+ population in Canada when it comes to automotive service, there is also a growing amount of commonality. Millennials, now ranging from 25 to 44 years old, are facing the realities of car ownership.Key Findings on Millennial Automotive Service
Helplessness in Maintenance and Repair
More than a third of millennials feel helpless bringing their vehicle in for maintenance and repair, with 36% expressing this sentiment. Interestingly, there is no difference between millennial men and women, both registering at 36%. This shows that regardless of gender, millennials face similar challenges in this regard.
Although 57% of millennials reported being somewhat knowledgeable about vehicle maintenance and repair, the split between men and women is significant. 75% of men said they were somewhat knowledgeable, while only 39% of women felt the same. This indicates that while men may think they know more, they are actually just as helpless as women when it comes to automotive service.
Preference for Reminders
Maintenance reminders play a crucial role. Windshield stickers are preferred by 83% of millennials, closely followed by vehicle dashboard messaging at 87%. Email reminders come in third at 78%. However, millennials show a higher affinity for reminders through their smartphones, with 78% finding an app helpful compared to 63% for the national average. Text message reminders also have a similar rate of 78% for millennials versus 70% for the national average.
This shows that millennials are more likely to respond to reminders through mobile devices, which is an important aspect for automotive service providers to consider when communicating with their customers.
Trust in Service Providers
Only 37% of millennials believe that dealerships outperform automotive service providers (ASPs), meaning that a strong majority, 63%, do not feel that dealerships have an advantage. Similarly, a minority of millennials think that techs working in dealerships are better trained than those in ASPs. Only 35% of millennials believe that their vehicle warranty is nullified if they bring it to an ASP.
On the other hand, while ASPs are seen to provide value for money more than dealers, neither is viewed as overwhelmingly trustworthy. 34% of millennials trust ASPs, and 30% trust dealers. This highlights the importance of building trust with millennial customers.
Areas for Improvement
Shops could work on providing proactive notifications, EV competence, and the length of warranty on new parts. Communication seems to be a key issue, as only 13% of millennials said that ASPs had a cleaner shop than a dealer, compared to 53% on the dealer side.
Additionally, millennials would become more trusting if more time was spent explaining the impact of maintenance and repair (72%), if the same technician worked on their vehicle (70%), if there was better planning for the short, medium, and long-term (70%), and if they received emails and websites explaining the scope and importance of maintenance and repair (59%).
This report is free to AIA Canada members and available to non-members for $99 CAD.CLICK HERE FOR MORE INFORMATION AND TO ORDER A COPYCheck out these stories too!