Millennial Car Purchasing Habits

December 8, 2017

new car buyingIt’s easy to think of millennials as a non driving generation that prefers the ease of ride-sharing services like Uber and Lyft over the commitment and financial responsibilities of car ownership. But consumer data and research studies show that this is far from true. In fact, according to recent surveys, 80 percent of millennials currently own a car, and of those that don’t, 75 percent intend to buy one in the near future. Understanding millennials’ car purchasing habits and desires can help your auto repair shop secure their patronage for many years to come.

Habit #1: Millennials would rather buy than lease.

Owned vehicles are treated much better than leased vehicles, so you can bet that millennials will do their best to keep up with routine maintenance and inspections. These oil and filter changes, tire rotations, coolant flushes, and similar services are the lifeblood of most auto repair shops, and since millennials are known as loyal customers, forging a connection with this generation as early in their driving career as possible can help you net lifelong customers.

Habit #2: Millennials want onboard infotainment.

Millennials are a plugged-in bunch, and don’t want to give up that connectivity when they’re on the road. So add-ons and aftermarket upgrades such as satellite radio, navigation systems, Bluetooth capability, smartphone integration, DVD players, and other onboard infotainment systems are in high demand these days. Giving your techs the necessary training on how to install and troubleshoot these types of products will allow your repair shop to score major points with millennial drivers.

Habit #3: Millennials want high-tech vehicles.

From all-electric vehicles to parking assist, collision warning systems, lane departure alerts, and touchscreen displays, millennials want their vehicles to be as high-tech as their homes or offices. But these high-tech extras are just as subject to malfunction and failure as analog components, which means your auto repair garage must have the right equipment to service these newer vehicles. If you don’t have the latest diagnostic tools and equipment, it’s time to take a look at and begin modernizing your shop.

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