Undebatable for the automotive aftermarket – and perhaps shoppers, too – the post-pandemic summer of '21 conjures flashbacks of piping hot spending bumping up against product shortages and steeper prices.
One actionable survey, released in February by automotive research firm Martec, polled 1,000 American drivers on how the coronavirus impacted their outlook on servicing their automobiles. The findings offer a pragmatic roadmap for whom to target and what messages resonate concerning car care maintenance.
Currently, as a sizeable chunk of the U.S. labor force enjoys working from home and the national population navigates a crooked economic recovery amid conflicting virus-protection messaging, Martec concludes that motorists are eager to buckle up for their next journey. And on a per-month basis, they expect to drive farther. This evidence predicts that the industry is headed for another windfall atop 2020. This pattern also makes a lasting impression for any organization aiming to delight the do-it-yourself and do-it-for-me individual.
Last November, when the field study began, 8 percent of these individuals had already traded in costly city living for an affordable commuter town. Likewise, other urbanites expressed a fourfold likelihood to locate to the suburbs, unlike rural dwellers, suggesting a renewed penchant for non-essential driving. "This creates a unique opportunity for the automotive industry to target those who are moving from cities to the suburbs and may be purchasing an automobile for the first time," said Chuck Bean, whose Detroit group executed the survey.
Another insightful takeaway uncloaked by the investigative team is that new vehicle purchases slowed at the height of the pandemic while people had been delaying major repair service work. Recalling COVID-19, those interviewed said that unless impending engine failure or undercar systems treatment became necessary, they would instead ride out the pandemic and settle for an oil change, tire rotation, or light repair.
Consequently, the average age of cars and trucks increased to a high of 12 years, up from nine in 2002. Spending from pent-up demand is underway. Deferred maintenance will inevitably become a priority for owners who expect to hold onto their vehicles for a few more years or find an affordable replacement. Writes Martec, "Both factors present an opportunity for the aftermarket industry as vehicles stay on the road longer and there is pent-up demand for maintenance and repair." Between moving to expressway-friendly communities and evolved road-tripping, the study aptly spots a growth moment for professional installers, dealers, and retail-heavy parts merchants.
Some may criticize that the evidence collected last year is old news, because vehicle miles traveled was already rising, due in part to the federal stimulus checks to encourage purchasing.
Still, it's worth noting that the survey carries forward a consumer profile: DIY Dads, Confident Crew, YouTubers and Morose Moms. Distinct in their habits, these end-users verbalize a string of sentiments and behaviors where mainly online research begins with a parts generalist. Marketing managers should consider what motivates a purchase decision as these widening physical and digital buying channels have overlapped.
Martec unveils a reborn DIYer and people dependent on DIFM services. Their maintenance habits show a practical leaning toward a confident, yet at times fickle individual, depending on the car's condition. But aspirational, they are not, the report implies.
"I don't mind working on my car during the pandemic, because I try to do as much as I can myself. If I can't, I will buy the (auto) part myself and have the shop install it to save a little bit of money," says a DIY Dad, representing 43 percent of this segment, comprised of mostly middle-aged men. Compared to the pandemic, they anticipate driving 40 percent more for business and household reasons. Three-quarters of these fathers delayed non-critical repairs that period while demonstrating a comfort level visiting warehouse clubs to buy maintenance supplies.
"Why have I been wasting money bringing my car into the shop? I can do a lot of these repairs myself and save a little money doing so. Times are tough, but I can tackle this on my own," says a woman who epitomizes the second largest segment at a fifth of the total, called the "Confident Crew." Women know which professional installers to trust with their prized possession, unlike the DIY Dads who tend to complete their projects to the end. Budget-minded about the timing of shop work, Confident Crew consumers anticipate a 20 percent pickup in logging more miles as the pandemic recedes.
Vehicle miles driven falls on the nexus of the Martec review, which exhibits Confident Crew's and DIY Dad's seriousness about hitting the open road. Who fixes an automobile is less relevant. The critical clue here is that this demographic has no issue investing their monies in their personal transports.
This trend contrasts with the remaining combined 40 percent interviewed —Morose Moms and YouTube Users—who intend to drive 2 percent to 6 percent more, typically for short-runs. How much this minimal step-change converts into potential revenue for the repair shop or parts store is unclear. But the reporting describes this older demographic as willing to turn to a full-service dealership or independent repairer.
The Morose Moms category, who express a lingering fear about the virus fallout and financial worries, make an ideal target seeking peace of mind promised by an empathetic automotive professional.
Comparatively speaking, the YouTubers feel remarkably more assertive when viewing the digital platform of countless video-archived ways to fix all things automotive. Summed up, the report quotes one YouTuber saying, "After this pandemic, I think I could tackle a little more vehicle repair and maintenance myself… I can figure out how to do anything on YouTube. Buying the parts online is so convenient!"
Fitting enough, Martec adeptly sidesteps how long increased miles driven will last. A more appropriate question defines the tipping point when someone will scrap their aging vehicle for a new one.
Does warrantied dealership work mean the independent is locked out? Unlikely. Because with fewer new vehicles available due to the semiconductor chip shortage and used car prices up 40 percent since last year, savvy marketing pros are at an industry advantage to talk up car care best practices.
Despite inflationary pressures or sticky supply chains that experts say may last another six months, this survey elevates four consumer groups' commitment to automobile upkeep. Their consumption power from low-interest rates and higher savings spells potential. Now is an ideal time to drive home a connective message about where the upshot lies to these consumers.
