Why average age may no longer be relevant

The long-standing practice of using the average age of all vehicles to gauge aftermarket growth is outdated and misleading, argued an industry observer recently.

Lang Marketing argued that the metric fails to reflect the true dynamics driving aftermarket product demand.

“For decades, the average age of vehicles has been the gold-standard metric for estimating aftermarket potential,” the report states. “Despite its widespread use, it has lost touch with key growth factors.”

Lang Marketing says analysis should focus on vehicles at least four years old, which it calls “aftermarket vehicles.” These cars and light trucks generate about 96 per cent of all aftermarket product and service volume, excluding tires and selected accessories. Newer vehicles contribute little to most aftermarket categories.

To address this gap, Lang Marketing has introduced the “aftermarket vehicle average age” metric, which excludes vehicles under four years old. At the start of 2025, the traditional average age of all light vehicles was 12.8 years, while the aftermarket vehicle average age was nearly three years higher. Over the past five years, this new metric grew almost 50 per cent more than the conventional measure.

Including newer vehicles in the traditional calculation gives undue weight to new-car sales, which can distort trends. For example, when sales surge, the average age falls even as the number of older vehicles — those with the greatest aftermarket impact — continues to rise.

The group also noted that electric vehicles, concentrated among cars under four years old, skew traditional age metrics. Internal combustion engine vehicles dominate the aftermarket and will remain in use for decades, making the new metric more relevant for forecasting parts and service demand.

Lang Marketing said its approach offers greater accuracy and predictability, providing a clearer picture of aftermarket growth potential.