The Automotive Industries Association of Canada has just released its latest report “Understanding Millennials: A Quick Profile of Young Canadian Vehicle Owners 2021-2022.”

The report details the impact of the aging ‘Millennial” segment of the population, now between the ages of 24 and 44. This cohort makes up about one quarter of Canada’s population and their habits, attitudes and expectations are having a significant impact on the automotive aftermarket.

Among the key findings is that this group is likely to feel helpless when faced with automotive repairs. And they are more likely to engage with ASPs over their smartphone.

Millennials are expected to be an important demographic for the next 40 years.

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