Tire and Auto Services Marketing: Acquire New Customers Who Have Been Deferring Services

Tire and auto services marketing must adapt to focus on consumers as they defer expenses in response to inflation and prices increases – including delaying auto services and tire purchases. Since June of 2022, the percentage of Americans delaying auto services and tires has doubled—reaching 12% in June 2024.1

As consumers delay the cost of service, tires and repairs, they most likely do so for an older vehicle.

Did you know?

The majority of cars on the road nationwide are trending older with the average age at around 14 years, a record high for the United States (up from 12.2 years in 2022). According to S&P Global Mobility, cars aged 6 to 14 years are expected to represent around 70 percent of the operating fleet nationwide for the next five years.2

Another contributing factor to the increasing age of vehicles is price. Vehicle prices increased significantly during and after the pandemic, causing more consumers to choose to repair their existing vehicle than purchase a new one.

More Auto Owners Prefer to Have Vehicles Serviced

You might expect auto owners to take on more car maintenance and repair tasks themselves to save money, but research shows that isn’t the case. More than half of consumers surveyed (56%) say they never work on their vehicle themselves, and another 31% say they occasionally do the work themselves.1

Prosper Poll: How often do you work on your own car or truck?

Prosper Poll: Where do you typically get your car or truck serviced?

Where do consumers turn for vehicle repairs and maintenance?

Most choose a local repair shop or dealership for services, but nearly one-quarter (24%) express no preference. These consumers present an auto services marketing opportunity to grow your business by creating preference.1

Create Preference with Offers

Targeted, relevant offers can create preference and gain new customers for your tire or auto services business.

Engage Auto Owners with Coordinated Multi-Channel Advertising Campaigns

Tire and auto services customers respond to advertising messages across a variety of media channels.

Advertising response by auto services customers in the past 12 months:

Advertising response by tire customers in the past 12 months:

Targeted, multi-channel auto services marketing campaigns ensure you reach consumers wherever they are in their purchasing journey.

  • Cast a wide net and raise awareness of your tire or auto service business with video. Mspark can match your goals to the tactic that works best for you, from OTT/CTV broad to digital pre-roll video.
  • Acquire new clients with acquisition email and digital display ads that can be precision targeted based on geography, demographics, online activity, and more. Mspark’s email platform ensures 100% user opt-in and penetrates 80% of households within your target area. Adding email creates up to a 30% lift when paired with direct mail campaigns.
  • Activate new customers with personalized, targeted shared mail solutions that make compelling offers.

One of the most important contributions of any advertising is generating sales.  More than half (52%) of consumers have TRIED a NEW product, service, or establishment after receiving marketing mail. By generation, that ranges from 48% of Boomers to an impressive 73% of Gen Z.3 That’s the power of print.

Learn more insights to grow your tire or auto services business. Click “get started” below to connect with a specialist to discuss your marketing goals.

Sources: Prosper Insights 20241; ksby.com, “Average Age of Vehicles on the Road in the US Hits a Record High”2; USPS Mail Moments Spring 20243

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