Understanding Millennials: A Quick Profile of Young Canadian Vehicle Owners 2021-2022

Millennials are an important part of the Canadian economy and are likely to be for the next 40 years. How they approach the maintenance and repair of their vehicles has and will continue to have a major impact on the automotive aftermarket industry for decades to come.

For this latest Consumer Behaviour Series report, we looked at the responses of Canadian vehicle owners between the ages of 24 and 44. We see where they stand on vehicle maintenance, their relationship with their ASPs, and their beliefs are about the right to repair.

We also measure their responses against those of the broader Canadian public. It turns out that millennials are:

• More likely to feel helpless when bringing in their vehicles for maintenance and repairs.
• More likely to make online car parts purchases.
• More likely to engage ASPs through their smartphones.

This report is essential for any business looking to build a larger customer base among millennials.