Kahn Media—a full-service marketing agency specializing in the automotive, outdoor and luxury-lifestyle markets—recently released its latest research report on consumer behavior in the automotive aftermarket industry. Backed by extensive survey data, “Shifting Gears: The 2025 Automotive Aftermarket Purchasing Trends Report” shows that current customers use a unique blend of modern and traditional purchasing methods and offers tactics to stay ahead of these evolving trends.
Highlights From the Auto Aftermarket Purchasing Trends Report
The study highlights that consumers still rely on the expertise of retail stores in some instances, strongly embrace large-scale e-commerce platforms like Amazon, and are shifting to new technologies, such as AI-generated search results, to assist in purchasing decisions.
Here are a few highlights from the report, according to Kahn Media:
- 50% of enthusiasts make their final purchase on Amazon or another major marketplace.
- Google Search is still the top starting point for aftermarket research at 46%, but 18% now start directly on Instagram or TikTok, outpacing YouTube and enthusiast forums.
- Facebook remains surprisingly dominant, driving four times more leads than Instagram for parts discovery, thanks to active enthusiast groups.
- Only 12% say they “never” watch influencer content, with more than half consuming creator-driven media weekly.
- AI is emerging quickly. While only 1%-2% currently start their research with ChatGPT or similar tools, generative AI is already influencing purchasing decisions via tools like Google’s Search Generative Experience.
Offering Strategies To Capitalize on Consumer Behavior in the Automotive Aftermarket
Kahn Media officials stated that the key to the report is that, in addition to summarizing the findings, it also provides actionable strategies that brands can employ to capitalize on shifting consumer behavior in the automotive aftermarket industry.
“Our new white paper is a valuable tool for anyone in the automotive aftermarket industry looking to gain a deeper understanding of how current consumers make purchases and discover products,” said Dan Kahn, CEO and founder of Kahn Media. “Beyond the data, our in-house experts have developed proven tactics for brands to adapt to modern consumer trends, making the report essential for anyone seeking to gain market share in a changing environment.”