CARS Executive Outlook: Jason Herle

CARS magazine reached out to leaders in the automotive repair and service sector of the automotive aftermarket to ask them about their thoughts about the industry over the next 12 months. How will the economy impact customer behaviour in 2025 compared to 2024? What role is technology playing in repair shops these days and how can shops use it effectively? And what could impact business the most this year — is there one key opportunity or challenge awaiting shop owners? We will present their answers in alphabetical order over the coming weeks…

You can view the full feature in the February 2025 issue.

Jason Herle, CEO  |  Fountain Tire

Along with the opportunity to expand product portfolios in this category, the aftermarket industry should be prepared to service an aging car count.

The geopolitical landscape is poised to have a significant, but unknown impact on business this year. An unpredictable economy, combined with the cumulative effect of inflation, will see consumers spending cautiously and keeping their vehicles longer. This will have a tier-down effect on consumer goods, including tires, meaning higher demand for quality value brands over premium offerings. Along with the opportunity to expand product portfolios in this category, the aftermarket industry should be prepared to service an aging car count.

Technology will continue to play a critical role for repair shops in 2025, especially where it can improve customer experience. From online ordering to drop-off and pick-up services, customers want choice when it comes to in-person vs. digital interactions.

While not yet table stakes, savvy shops are educating themselves in new vehicle technology, including advanced driving assistance systems (ADAS) and electric vehicles. As manufacturers hold vehicle usage data closer, shops are feeling increased pressure to invest in the tools and subscriptions to access it. Memberships in associations like the Automotive Industry Association of Canada, which advocates for the aftermarket to access OEM data on behalf of consumers, are valuable in this shifting landscape.

Our industry’s human resources challenge is also evolving. Where recruitment has been top-of-mind for years, our attention is now turning to succession planning for a retiring population. Home-grown solutions like mentorship programs and management training will lend a competitive advantage, as will in-house career development programs, ownership opportunities and strong partnerships with polytechnics and organizations that promote trades.