It is a common assumption in the auto service industry that owners of new cars tend to use car dealers for auto service needs and older car owners go to the independents and chains. Certainly looking at car dealers’ share of brake service by vehicle age might support this theory.
However, even among the newest vehicles, car dealers have less than half of the brake service market. So, the lower volume of 2007 to 2009 vehicles that pass through an independent’s bays does not indicate that most of these newer vehicles are going to car dealers for brake service. In fact, it is merely a confirmation that these newer vehicles are less likely to need brake service.
In addition, car dealer share of the brake service market varies considerably by market. The Brake MarketVision Survey of the top 30 U.S. Designated Market Area (DMA) data reveals that car dealers have 41 percent share of the Washington D.C. DMA, but only 25 percent share of the Portland DMA. This would indicate that chains and independents are more effective in some markets and less in others.
MarketVision Spotlight data is taken from the Brake MarketVision Survey produced by BrightLine Marketing LLC. This survey includes interview with 15,000 brake service purchasers annually. For more information about the MarketVision Survey contact BrightLine Marketing at 330-714-0815.
