Article Summary

A new Cox Automotive study reveals that U.S. dealerships have lost 12% of their service visits to independent competitors since 2018, despite an overall increase in service volume. The decline is attributed to aging vehicles, shifting consumer loyalty, and growing preference for independent repair shops. The average vehicle age has climbed to 12.8 years, intensifying demand for service while exposing gaps in dealership retention strategies. For broadcasters, this trend highlights a critical opportunity to support local service providers and help dealerships re-engage lost customers through targeted messaging and trust-building campaigns.

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Local Business Types for Broadcasters to Consider Contacting

  • Independent Auto Repair Shops – These businesses are gaining market share from dealerships. Broadcast campaigns can help them solidify their reputation and attract even more customers seeking personalized, cost-effective service.
  • Mobile Vehicle Service Providers – As convenience becomes a top priority, mobile mechanics and service startups are thriving. Broadcasters can amplify their visibility and educate consumers on this emerging option.
  • Automotive Training and Certification Schools – With rising demand for skilled technicians, these institutions can benefit from broadcast partnerships to recruit students and promote career pathways in the auto service industry.

 

Three Creative Campaign Ideas for Broadcasters to Consider

  • Radio Station Commercial Idea: “Trust Your Local Tech” – A series of testimonials from satisfied customers of independent repair shops, emphasizing reliability, affordability, and community connection.
  • TV Station Commercial Idea: “Where the Miles Take You” – A heartfelt story of a family’s aging vehicle and the trusted local mechanic who keeps it running, reinforcing emotional loyalty and service excellence.
  • Digital Advertising Campaign Idea: “Service Showdown Poll” – An interactive campaign where users vote on what matters most in car service (price, speed, trust), paired with sponsored content from local shops and dealerships.

Source Acknowledgment
This LBS Ad Intel summary is based on information from Cox Automotive.