OTTAWA — With 42% of Canadian millennials feeling helpless when they bring their vehicles in for maintenance, independent service shops have an opportunity to build their trust, according to a report released by the Automotive Industries Association of Canada (AIA Canada).
A majority of millennial vehicle owners surveyed said they believed they would develop trust in a shop that took time to explain maintenance services and help them plan for upcoming services, according to the report, "Understanding Millennials: A Quick Profile of Young Canadian Vehicle Owners 2021-2022."
In 2021, AIA Canada and Quorus Consulting Group conducted a national survey of vehicle owners to understand their behaviors, attitudes and preferences towards maintenance and repair (M&R) in general, choosing a service provider, in-car data, e-tailing and the impact of the COVID-19 pandemic.
The online survey of 2,000 Canadian adults included 647 millennials (age 25-44). Data collection took place June 8-14, 2021.
Only 7% of millennials surveyed said M&R was a low priority versus 4% of all respondents.
More than half of the millennials said they were "very" or "somewhat" knowledgeable about M&R, with 68% of those being men and 40% women.
Yet 42% of millennials, and 32% of all vehicle owners, said they felt helpless when bringing their vehicle into a shop for M&R.