The auto service industry is in the middle of one of its biggest shifts in decades. Vehicles are lasting longer, technology inside cars is getting more complex, and consumer expectations for service have risen dramatically. At the same time, competition between independent shops, national chains, and dealership service centers is tightening. That means auto service providers not only need to keep pace with changing repair and maintenance demands but also stand out with smart, customer-first marketing strategies.

This article explores the current auto service trends shaping 2025 and 2026, then lays out a detailed multichannel marketing blueprint that helps service businesses grow revenue, improve customer retention, and increase market share in crowded local markets.

The Current Landscape: Key Auto Service Trends This Year

1. Older Cars Equal Higher Repair Demand

U.S. vehicles are older than ever, with the average car now on the road for more than 12.8 years. Owners are hanging on to vehicles longer, which means there’s more opportunity for repair and replacement work that goes beyond oil changes and filters. Think steering components, cooling systems, suspension, and HVAC.

For shops, this creates a steady pipeline of higher-margin, higher-value work—but only if they position themselves as specialists in keeping older cars safe and road-ready. Shops that design targeted packages for milestone maintenance, such as “100,000-Mile Inspections” or “120,000-Mile Refresh” services, are seeing strong response from owners who want to keep their cars reliable without committing to a new-car payment.

2. ADAS Systems Make Routine Repairs More Complex

Today’s vehicles are packed with sensors, cameras, and radar-based systems. A simple windshield replacement or bumper repair often requires ADAS (Advanced Driver Assistance Systems) calibration. By early 2025, nearly one in three insurance appraisals included ADAS calibration.

Shops that can perform these calibrations in-house—or market partnerships with specialists—have a competitive edge. Promoting “Windshield Replacement + Same-Day Calibration” not only builds trust but also keeps more of the repair revenue under one roof.

3. The EV Service Opportunity

Electric vehicles (EVs) bring both challenges and opportunities. While EVs require less maintenance than internal combustion vehicles, they still need regular service. Tires wear more quickly because of EVs’ heavier weight and torque, and brake systems require careful lubrication since regenerative braking reduces pad use.

Consumer adoption of EVs has slowed slightly in 2025, but EVs are still an important (and growing!) segment. Shops that brand themselves as EV-friendly service centers can capture this rising market by promoting EV-specific tire packages, certified technician training, and high-voltage safety standards.

4. Rising Customer Expectations

Today’s drivers expect service to be as seamless as ordering food or booking a ride. They want to schedule online, receive text updates during repairs, and pay on their phones. Transparency through digital inspections, photos, and videos builds credibility and trust.

A shop that advertises “No Voicemail, Text Updates Only” or “Pay by Link Before Pickup” instantly communicates convenience. Those messages are powerful when reinforced consistently across marketing channels.

5. Staffing Remains a Bottleneck

The technician shortage remains one of the industry’s biggest challenges. With nearly 70,000 new tech openings expected every year through 2032, recruiting and retaining skilled technicians will be as important as marketing to customers. Successful shops are weaving this into their brand message, positioning themselves as great places to work—and then showcasing their teams in consumer advertising to build customer trust.

6. Right-to-Repair Momentum

Right-to-repair legislation continues to expand, giving independents better access to vehicle data. This allows non-dealer shops to offer the same level of diagnostic precision as OEM service centers. Shops that promote their ability to work with “the same data as the dealer” are reassuring customers that they can deliver OEM-level care at a better value.

Why Marketing Matters More Than Ever

Having the right services and technical capabilities is only half the equation. The other half is making sure customers know about them—and reminding them consistently across every channel they use. Today’s consumers don’t follow a straight line from awareness to appointment booking. Instead, they bounce between Google searches, social media feeds, streaming video, email reminders, and physical mail.

That’s why multichannel marketing is critical. By spreading your message across digital, physical, and streaming environments, you meet customers where they already spend their time. And when each channel reinforces the other, the effect is far greater than a single tactic on its own.

A Multichannel Campaign Blueprint for Auto Service Businesses

Here’s how auto service providers can use shared mail, digital display, paid social media, search engine marketing, CTV, pre-roll video, digital out-of-home, and acquisition email to capture demand, create awareness, and retain loyal customers.

1. Capture “Found” Demand (Drivers Actively Searching for Help)

Search Engine Marketing (SEM):
When drivers search for “brake repair near me” or “EV tire shop in [city],” you want your shop at the top of results. Paid search campaigns should focus on high-intent keywords, use ad customizers to highlight live promotions, and segment messaging based on vehicle age or drivetrain.

Acquisition Email:
Target new prospects by renting or purchasing email lists that focus on households with vehicles in prime service windows (6–12 years old). A well-timed acquisition email highlighting a seasonal offer or milestone checkup can convert first-time customers.

KPI Focus: Cost per booked job, show rate, and revenue per order.

2. Create New Demand and Build Awareness

Paid Social Media:
Platforms like Facebook and Instagram are perfect for quick, engaging video content. Shops can post “tech tips,” behind-the-scenes looks at repairs, or customer stories. Paid social extends reach, ensuring these videos appear in the feeds of people most likely to need service in your area.

Digital Display Ads:
Display banners on news, sports, and lifestyle sites, and other high-traffic destinations. Display ads are ideal for building brand recognition and reminding customers of ongoing offers like “Free Brake Inspection” or “Book Your Winter Tire Swap.”

CTV and Pre-Roll Video:
Streaming platforms and YouTube are where consumers spend their leisure time. Short, 15- to 30-second spots promoting seasonal services—like “Get Road-Trip Ready With Our 20-Point Inspection”—are attention-grabbing and memorable. With precise targeting, you can reach households in your ZIP code that are most likely to book service.

KPI Focus: Brand lift, assisted conversions, and increases in branded search volume.

3. Stay Top-of-Mind in Everyday Life

Digital Out-of-Home (DOOH):
Digital ads in restaurants, bars, gyms, and gas stations, as well as larger format digital billboards, put your brand in front of drivers and pedestrians while they’re already out and about. A simple “Need Brakes? Book Now” ad with a QR code makes it easy for customers to connect instantly.

Shared & Direct Mail:
Mail remains powerful, especially when combined with digital tactics. Sending a postcard with a seasonal service offer—like “$50 Off a 100,000-Mile Inspection”—that also includes a QR code for online booking ensures you’re reaching customers offline and nudging them online. When paired with display and search campaigns, mail helps reinforce the message and increase recall.

KPI Focus: Redemption rates, ROAS, and blended ROI across digital and physical touchpoints.

Making the Channels Work Together

The real magic happens when these channels are integrated:

• A customer sees your CTV ad while streaming, later notices a DOOH ad on the way to work, then receives a mailed postcard with an incentive to book.
• After clicking your digital display ad, they sign up for your email list, where they start receiving automated service reminders.
• Finally, when their brakes start squeaking, they search “brake repair near me,” and your SEM ad is there where existing strong brand familiarity helps to set you apart and capture the booking.

This coordinated approach means your shop doesn’t just show up once—it shows up everywhere, building preference and trust over time.

Measuring Success

To get the most from multichannel campaigns, focus on business-driven KPIs, not vanity metrics.

• Bookings and show rates tell you if your ads are driving real service visits.
• Average repair order (ARO) reveals which services and audiences deliver the highest value.
• Customer retention and lifetime value (LTV) measure how effectively you’re keeping those customers coming back.
• Review velocity—the pace of new reviews coming in—shows how your reputation marketing is performing and feeds directly into local SEO results.

When every channel is tracked and optimized for actual revenue, your marketing becomes not just an expense but a predictable growth engine.

The Bottom Line

The auto service industry is full of opportunity. Cars are older, repairs are more complex, and customer expectations are higher than ever. Shops that adapt quickly and communicate their strengths across multiple channels will be the ones that win.

By combining SEM to capture demand, paid social and digital display to create awareness, CTV and pre-roll to build trust, DOOH and mail to stay visible offline, and acquisition email to target new households, auto service businesses can position themselves as the go-to provider in their market.

The shops that thrive won’t just be the ones with the best technicians or the latest equipment—they’ll be the ones telling their story consistently, across every touchpoint, in a way that builds trust and drives action. Check out these Case Studies to see how Mspark has helped auto service centers successfully and cost-efficiently reach targeted local audiences with digital, video, and mailbox advertising solutions.  Want to learn more? Contact Us.