A new report from Pennzoil and Talker Reasearch found consumers are prioritizing the maintenance of current vehicles and are reaching more for high-quality, premium products.
The survey of 2,000 American car owners conducted by Talker Research revealed that 73% of car owners are taking better care of their cars due to the rising prices of new vehicles.
Americans are significantly more likely to buy brand name products for vehicle maintenance 57%, versus private-label products at just 34%.
Over the past month, vehicle maintenance products ranked among the top three most regretted private-label purchases across all product categories, emphasizing the importance of trusted, high-quality brand name products in the vehicle maintenance category.
Motor oil is top of mind, as nearly two in three DIFM (Do-It-For-Me) consumers, those relying on a professional, are willing to invest more money when buying motor oil products to protect their car’s value over time. Brand familiarity is critical, as nearly 60% of DIFM consumers also shared that this influences purchasing decisions.
Respondents say premium brands perform better over time than private-label products and are more trustworthy than their private-label counterparts.
“Consumers are recognizing the long-term benefits of investing in premium products for their vehicles,” said Amanda Luce, Pennzoil brand manager. “At Pennzoil, we know that quality truly matters and are committed to producing the most technologically advanced, highest-performing motor oils on the market. This survey underscores that consumers see the tangible benefits of choosing premium brands like Pennzoil, knowing that their investment will help to drive value for their vehicle over time.”
