BETHESDA, Md. (July 7, 2005) — A study by the Automotive Aftermarket Industry Association (AAIA) revealed that regular vehicle maintenance ranks first in importance with motorists, but they're just not as diligent about actually scheduling service.
According to the study—The Aftermarket Consumer: DIY or DIFM—do-it-for-me'ers and do-it-yourselfers ranked 4.66 and 4.52 respectively out of a possible 5.00 on the belief that preventative maintenance is important for minimizing future repairs and insuring long vehicle life. Despite both groups agreeing about the importance of maintenance, the AAIA said they admitted to being slow to schedule service, even when a vehicle problem existed.
“The findings of this market research study reinforces what we learned from research in stage one of the 'Be Car Care Aware' campaign—that consumers rationally understand the benefits of vehicle maintenance but often lack the motivation to act,” said Kathleen Schmatz, AAIA president/CEO. “That is precisely why consumer education is so important for our industry.”
For more information about the report, contact Bethesda-based AAIA at (301) 654-6664 or visit the group's Web site at www.aftermarket.org.