Automotive Advertising Consumer Survey Results
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.
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.
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.
“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%).
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.
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.
1. CAR DEALERSHIPS
New car / truck buyers are 38% more likely to respond to ads/coupons in the mailbox.
2. AUTO REPAIR
Automotive repair customers are 43% more likely to respond to ads/coupons in the mailbox.
3. OIL & LUBE
Oil change customers are 13% more likely to respond to ads/coupons in the mailbox.
4. TIRE DEALERSHIPS
Tire shoppers are 36% more likely to respond to ads/coupons in the mailbox.
5. CAR WASH & DETAIL
Car wash & detail shoppers are 22% more likely to respond to ads/coupons in the mailbox.
SEASONAL AUTO INDUSTRY INTELLIGENCE
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.
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.
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.