AåÊNew National Car Maintenance Index was released by Toco Warranty Corp. The Car Maintenance Index provides a snapshot of how well drivers in the U.S. are maintaining their cars.
The Car Maintenance Index is 76, out of a possible score of 100. In order to earn a perfect score, drivers had to indicate that they perform, or have a professional perform, each prescribed car maintenance item at the recommended frequency (or more often).
For full results and information about the Toco National Car Maintenance Index, visit http://tocowarranty.com/tococares.
ÛÏAs drivers make their New YearÛªs resolutions, it is important to remember that good car care maintenance habits are essential to protect and extend the life of your car. With the average car owner keeping their car for 10 years, drivers should resolve to stay on top of their carÛªs recommended maintenance schedule,Û said George Laird, a Toco spokesperson.
ÛÏToco felt it was important to develop a consistent, easy-to-understand way of measuring how well people do the things necessary to help keep their car running well, and the National Car Maintenance Index does just that. It can be used to assess changes in car care habits over time, and we hope will serve as a friendly reminder of the important role maintenance plays in keeping your car ÛÒ and life ÛÒ running well,Û said Laird.
The Index was developed by conducting a nationwide online survey, on behalf of Toco, of 1,001 U.S. car owners/lessees age 18 and over. Respondents were asked whether and how often they perform, or have a professional perform, a number of basic car maintenance items. The index measures performance based on the survey results evaluated against generally accepted recommendations for how often such maintenance should occur.
ÛÏIn our survey, we found that drivers have an almost perfect track record of performing the car maintenance items, but fall behind in doing them as frequently as recommended. In fact, some items that drivers should be doing often, such as checking the battery and engine belts, are ones fewer drivers are doing as often as recommended,Û said Laird.
The following groups score better than others on the Car Maintenance Index, meaning there is a statistically significant difference in their car maintenance performance against the comparison group:
- Those who report having a vehicle service contract (Index Score = 80)
- Households with children younger than 18 (77)
- Urban and rural drivers (77)
- SUV (77) and sedan (76) drivers
According to AudienceSCAN, 9.1% of consumers enjoy working on their cars and/or trucks. You might not guess that 19% of them are women. 32% live in rural areas.
This audience can be reached on TV ÛÒ 51% saw a commercial in the past month that made them take action. Sponsored search results and newspaper advertising would be good places for auto parts stores to spend their marketing money as well: 66% and 65.5% of this audience (respectively) took action based on these kinds of advertising in the past year.
But don't forget about magazines and radio! These car maintainers likely are reading automotive titles and tuning in while tuning up in their garages. 23.5% started an online search after seeing an ad in a magazine, and another 21% did so after hearing a radio spot.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.