Author: Annette Malave, SVP/Insights, RAB
In today’s evolving vehicle landscape, local auto repair shops are sitting on a powerful advantage—if they understand what consumers are thinking, feeling and doing, they can market accordingly.
As the price of vehicles continues to increase and consumers put off the purchase of new vehicles, these vehicles continue to age. According to an S&P Global Mobility, the average U.S. vehicle age has climbed to around 12.6 years. With more cars on the road past their “new car” stage and heading into routine maintenance or repairs, it’s an opportunity for auto repair businesses and auto parts retailers.
Just like businesses are experiencing challenges due to high costs and tariffs, consumers are feeling it too. While consumers are under pressure from rising costs (parts, labor, inflation), some consumers are more attentive to preventative maintenance. A 2025 Circana survey found that nearly 50% of consumers indicated they have been driving on their tires longer, or for more miles, than they normally would have to stretch out the life of the tires. Another third of consumers stated that, to save money, they chose to replace just one or two of their tires instead of replacing all of them.
Similar to homeowners who became DIYers during the pandemic, some consumers are DIYing their auto maintenance. The same Circana survey discovered that 29% of consumers switched from having a professional change their vehicle’s oil to doing it themselves to save money.
With all these insights, auto service centers and retailers are looking closely at their marketing plans. Automotive market research firm, IMR, surveyed auto repair shops and found that 13% of these businesses were boosting their marketing budget for better visibility with the goal of addressing economic challenges and gaining or retaining customers.
Additional survey insights include:
- Primarily exploring price-focused messaging, with 72% highlighting discounts or value deals to engage customers.
- Emphasizing products/services like brakes or oil changes (3%) while others are increasing campaign frequency or focusing on promoting quality and reliability.
For many consumers, repair shops and auto parts retailers are about more than just fixing the car — they’re about safeguarding family safety, avoiding unexpected breakdowns and preserving resale value. It is also a place they turn to for advice and help.
Auto repair is a local service. Consumers trust businesses that feel close, visible in the community and are responsive. The only local medium that best matches this is radio.
Radio’s reach among vehicle owners who go to repair centers or auto parts retailers is extremely high. (This should be of no surprise to anyone since radio is the top in-car audio device.) Based on Scarborough data, radio reaches 84% of adults 18+ who have had any repair service on their vehicle – be it through a center or DIY. Similarly, radio reaches 85% of Hispanics 18+ who have paid to have it done or done an auto repair service themselves. Eighty-five percent of Black radio listeners 18+ went to a center, but 84% did it themselves.
Auto repair shops and auto parts retailers should align their marketing with these consumer insights. Marketing messages should emphasize value, transparency and cost-effective prevention (“fix it before it gets worse”). Advertisers should use language like “investing wisely” rather than “spending” and highlighting the benefits of staying ahead of repair-cost escalation.
Using broadcast radio can help these businesses to stand out – not just for technical skill, but as a trusted partner by taking advantage of radio’s halo effect of trust.
This post was originally published on Radio Matters.