Automotive Advertising Consumer Survey Results

Last updated: August 2, 2022 | By Jessica Leone

Valpak® conducted a consumer survey (1,365 respondents) to determine the most popular automotive services and what motivates consumers to purchase these services, including:

  • Top reasons to select a particular car dealer / service provider
  • Motivating factors to try or switch to a new auto business
  • Preferences on ad formats for auto coupons (61% chose by mail)
  • The most popular services and offers by automotive industry category
  • Seasonal car care needs for summer travel and winterizing vehicles

Use these online survey results to develop advancements in your marketing strategy and to make smarter auto advertising decisions.

CAR DEALERSHIPS / VEHICLE PURCHASES

14% of respondents are prospective car buyers, looking to purchase a new vehicle in the next year. 65% are not loyal to any particular automaker.

try or switch auto brand or dealership chart

AUTOMOTIVE MAINTENANCE / REPAIR

72% of respondents opt for DIFM (do it for me), leaving auto maintenance / repair to the professionals. 47% spend at least $200 per year on these services.
most popular auto maintenance repair services

Nearly half of respondents (47%) get their vehicles serviced at the car dealership vs. an auto repair shop (35%) or an oil & lube shop (18%). Customer experience / service is the #1 reason they choose a specific service provider.

reasons to choose auto service provider

“It would take a lot to make me switch auto repair shops. The distance difference would have to be offset by some really great deals.”

Several of our survey respondents shared similar opinions as well as loyalties to particular shops. However, when asked what would motivate them to switch or try a new provider, cost was the overwhelming response (63%).

try or switch auto service provider chart

CAR WASH & DETAIL

68% of respondents use car wash and detail services, most opting for “full service” to leave the suds to someone else. Like auto repair, the #1 motivator for car wash & detail customers to switch or try a new provider is cost.

try or switch car wash & detail chart

TOP OFFERS BY AUTOMOTIVE INDUSTRY CATEGORY

67% of respondents are driving vehicles that are 5 years or older (23% are 13+ years old). Routine maintenance and as-needed repairs are critical to keep these vehicles looking good and running well into their teens.

Most respondents do not have maintenance plans (73%) or roadside assistance (79%) and, unsurprisingly, want to save on auto services whenever possible. And they want to get these savings in the mailbox.

how consumers want to receive automotive coupons

 

1. CAR DEALERSHIPS

New car / truck buyers are 38% more likely to respond to ads/coupons in the mailbox.

top offers for car dealerships chart

2. AUTO REPAIR

Automotive repair customers are 43% more likely to respond to ads/coupons in the mailbox.

top offers for general auto repair

3. OIL & LUBE

Oil change customers are 13% more likely to respond to ads/coupons in the mailbox.

top offers for oil and lube shops

4. TIRE DEALERSHIPS

Tire shoppers are 36% more likely to respond to ads/coupons in the mailbox.

top coupons for tire dealers chart

5. CAR WASH & DETAIL

Car wash & detail shoppers are 22% more likely to respond to ads/coupons in the mailbox.

top offers for car wash & detail chart

SEASONAL AUTO INDUSTRY INTELLIGENCE

SUMMER TRAVEL

Just over half of respondents (51%) have plans to travel by car this summer. Of those road-trippers, 85% plan to service their vehicles before hitting the road.

summer travel chart

WINTER CAR CARE

38% of respondents (from across the U.S.) winterize their vehicles (winter tires, etc.) with nearly half of those (47%) starting the process in October.

winter car care

GET MORE CUSTOMERS WITH VALPAK AUTOMOTIVE MARKETING

Knowing the services your target audience is looking for and which offers generate the most response is critical to your advertising success. But there is more work to do to ensure your marketing campaign drives revenue. Your local Valpak automotive marketing professional can help determine which products (ad/coupons, postcards, digital advertising) are the best fit for your shop or dealership, the ideal reach and frequency for your ad campaign based on your budget and more.