Recently, the Fierce Media team had the opportunity to attend the Electric Mobility Conference. It was a great learning experience for us. In our quest to advance electric vehicle (EV) adoption, in this blog post, we share some of the highlights of Alana Baker’s (Senior Director, Government Relations - Automotive Industries Association of Canada) presentation - Supporting Canada’s Auto Care Sector and the Transition to Electric Vehicles. This presentation emphasized the importance of EV consumers having access to an automotive aftermarket similar to what currently exists for internal combustion (ICE) vehicles. To scale up EV adoption, EV consumers must have options other than the dealer for where to take their vehicle for service.

The transition from ICE vehicles to EVs is not feasible without an automotive aftermarket in place to service, repair, and maintain EVs. While all of these services have been in place for decades in support of ICE vehicles, we need to improve the ability to support the new EVs. This can take the form of educating and training staff, manufacturing and supplying parts, and building out the supply network. The aftermarket supply chain should extend beyond the automotive dealers; independent auto shops should also have the ability to maintain and repair EVs. From the consumer’s perspective, competition improves affordability.

In today’s automotive market, technology plays an increasingly important role in the operation of new vehicles. The data collected for each vehicle contributes to maintaining, troubleshooting, and effectively repairing vehicles. EVs are less likely to have an onboard diagnostics port which is present in most traditional vehicles. Instead, they have vehicle telematics systems which collect, store, and process data on the health of the vehicle’s systems. This data is transmitted directly from the vehicle to a backend server where it is owned and controlled by the automaker. Consumers should have control over this data and the right to repair their vehicles at the facility of their choice. To achieve this, the automotive aftermarket must be properly supported and prepared for the transition to EV support; they need increased access to vehicle data. Manufacturers should be required to provide access to vehicle data.

It is imperative that consumer confidence, both before and after an EV purchase, is supported. How can this be achieved? For a truly open, fair, and competitive Canadian EV automotive aftermarket to exist, consumers must be protected by right-to-repair legislation to reflect the new reality of vehicles.

Canadians want options. Canadian consumers support right-to-repair legislation. According to Baker’s presentation:

94% of consumers agree or strongly agree that consumers should have the ability to get their vehicles serviced at any repair or service shop they want.
83% of consumers agree or strongly agree that automakers should be required by law to share data with independent auto shops so they can fix their vehicles.
3-in-4 would be less likely to purchase, or would not purchase at all, a certain vehicle if it could only be serviced at a company dealership.

As vehicle technology advances, Canadian consumers deserve to have continued access, the ability to compare prices, and the choice of where they get their vehicle repaired. Regardless of whether a consumer lives in an urban or rural area, access and affordability play a key role in servicing a modern vehicle. For example, the average among paid per visit to a car dealership is $323. The average amount paid per visit to an independent auto shop is $243. Aftermarket small businesses will offer more options to the consumer.

As EVs become mainstream in Canada, right-to-repair legislation must be brought forward to ensure greater consumer confidence before and after an EV purchase. Consumers should have access to their own vehicle data, the option to select where they want to service and repair their EVs, and the ability to compare prices/manage costs.

Fierce Media is here to help. We team up with EV-related businesses and organizations to refine your brand, develop advertising, marketing and promotional campaigns, and bring EV adoption forward, one step at a time. Let’s Connect.

Notes on supporting Canada’s auto care sector in the transition to Electric Vehicles