Younger drivers turn to online platforms for repair decisions

Millennials and Gen Z consumers are reshaping how auto repairs are researched and purchased, favouring digital tools and online platforms over traditional in-store experiences, according to a new report from Lang Marketing.

The study highlighted a sharp divide between digital natives, those born after 1980, and digital immigrants, those born before 1981. While older consumers prefer face-to-face interactions and phone calls to gather repair information, younger drivers overwhelmingly turn to the internet for answers on what is wrong with their vehicles, repair costs and where to buy parts or book service as the online world “which has become second nature to them and shaped many aspects of their lives,” Lang outlined.

Digital natives differ from previous generations in three key ways, Lang outlined. They use the internet as their primary source of aftermarket information, prefer online transactions over in-person purchases and increasingly rely on platform-based e-commerce. Platforms such as Amazon, Openbay and RepairPal allow consumers to compare repair outlets and parts options, offering speed, convenience and competitive pricing.

Millennials in particular trust Amazon as both a marketplace and a search engine for automotive products and services. The report notes that Amazon provides a level of trust many consumers do not associate with brick-and-mortar repair shops.

While baby boomers and Gen Xers often see advantages in in-store shopping, younger consumers value the benefits of online experiences, including faster transactions, broader choices and lower prices. They are significantly less likely to view face-to-face interactions as essential when making decisions about repairs or parts purchases.

The growth of online-to-offline transactions reflects the increasing role of platforms in auto repair buying decisions. Lang Marketing predicted that digital natives will continue to expand their use of these tools, driving further changes in the aftermarket landscape.

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