Oil changes have been regarded as one of the most important categories in the automotive aftermarket for one simple line of reasoning: those who win the oil change are first in line for every other service.

And, says the latest research notes from Canada’s DesRosiers Automotive Consultants (DAC), more often than not, the winner of that oil change business is the independent shop.

Every year, DAC conducts its Light Vehicle Study of Canadian vehicle owners regarding their maintenance habits, incidence of repair, brand preferences, spending, and a whole host of other details that outline how Canadians interact with their vehicles and the automotive aftermarket.

In a survey of some 4,500 Canadian drivers asked where they went for their last oil change, the largest portion pointed to an independent repair shop says DAC.

New vehicle dealers followed closely in second place.

The result is somewhat at odds with other recent, extensive research by J.D. Power (Canada Customer Service Index Long Term Study) focusing on vehicles four years old and older that gave dealerships a 49% share, with all other outlets — independent, branded aftermarket, and quick lube – sharing the remaining 51%.

While DAC did not detail service results by vehicle age or other distinguishing factors in its research note, DAC did say that results varied significantly by vehicle age and also by demographics of the consumer.

Furthermore, respondents to the DAC survey noted that the most common reason for choosing their outlet was trust in the quality of the work as well as good service, prices, and a convenient location.

Inversely, consumers were not particularly concerned with brand expertise or supporting local businesses, or even references.

Promotions, however, have seen rising prominence, increasingly influencing consumer choice in regard to their oil change destination.

“With battery electric vehicles representing only 2.5% of the total light vehicle fleet in Canada, oil changes remain a key consumer touch point,” commented Andrew King, Managing Partner at DAC.

“Moreover, with the changing age structure of the fleet, market share is expected to migrate in the coming years as the high volume of vehicles sold in 2016-2019 enter their second decade of service.”