Consumers are increasingly prioritizing affordability and value when it comes to vehicle maintenance and repair, reshaping purchasing behaviour across the automotive aftermarket.
Speaking at Auto Care Connect in Atlanta recently, Michael Chung, senior director of market intelligence at the Auto Care Association, said persistent cost pressures are forcing consumers to rethink spending decisions.
“Consumers are looking for more value,” he said, pointing to broader economic conditions that are affecting household budgets.
Rising costs for everyday necessities, including fuel, insurance and financing, have left many consumers under financial strain, leading to reduced confidence and more cautious spending patterns.
“We’re just getting by day to day,” Chung said, describing the current consumer mindset.
As a result, spending on discretionary items is declining, with shoppers cutting back or delaying purchases where possible. That shift is increasingly visible in vehicle‑related spending, where consumers are seeking lower‑cost alternatives rather than premium options.
“Inflation is hitting the customers. They’re asking for lower cost parts; the quality is comparable,” Chung said.
Industry data presented during the session shows a growing move toward more affordable products, including private‑label offerings that provide comparable quality at a lower price point.
“Private label is on an upward growth trend,” Chung said. “That is helping the customer.”
That trend reflects a broader shift away from brand loyalty, as consumers become more willing to switch products in search of savings.
Brand loyalty is decreasing, Chung observed, noting that customers are increasingly open to trying new options if the price is right.
“What’s the switching cost? How much do you have to incentivize somebody to go from their usual product to something else?” Chung asked.
The shift toward value is also being seen at the repair shop level, where technicians report increased requests for cost‑effective solutions.
“Finding affordable parts” has become a top concern, Chung said, based on industry surveys.
Despite the focus on cost, he said consumers are still looking for reliability and performance, particularly when it comes to essential expenses such as vehicle repair.
“If you’re maintaining that vehicle, if you’re feeling the squeeze on all these everyday things, you’re probably looking for more value,” Chung explained. “You’re looking for simpler, better quality, perhaps at a consistent or lower price.”
That dynamic is creating new challenges and opportunities for suppliers, as companies look to balance price competitiveness with quality and performance.
Chung noted that the environment is likely to remain difficult in the near term, with ongoing economic uncertainty continuing to influence consumer behaviour.
“It’s going to be a belt‑tightening time,” he said.
