Q4 2020 Aftermarket Trends: Full-Sized Pickups Remain at Top, While Sweet Spot Grows

We’re excited to share that Experian Automotive’s client Hamlin & Associates and Honda World have been named winners of the 2025 Automotive News / Ad Age Global Automotive Marketing Award for Best Use of Data — an honor that celebrates meaningful, measurable impact. Why this work stood out Hamlin & Associates' client, Honda World of Louisville, KY, faced a clear challenge: re-engage customers and recover declining service revenue, particularly for vehicles with open recalls. Hamlin & Associates approached the problem with a simple belief: clean, accurate data leads to better outcomes for customers and dealerships alike. They began with data hygiene, then enriched each vehicle record using Experian Automotive’s Recall VIN Verification solution. This created a precise view of who owned which vehicles, which recalls were still open, and when repairs could be completed — all essential to a smooth customer experience. A smarter, more human outreach strategy Over the course of a year, Hamlin delivered four waves of direct mail designed to cut through the noise. Each letter: Spoke directly to the customer Highlighted their specific vehicle Explained the recall in clear language Showed how easy it was to book a free repair The result was a data-driven communication plan grounded in trust and simplicity — and it worked Results that show what’s possible 26% response rate 1,953 repair orders $811,834 in service revenue Thousands of customers are now driving safer vehicles These outcomes reflect more than campaign performance. They demonstrate what happens when dealers, agencies, and data partners collaborate to guide individuals toward safer, more informed decisions. In their words John Hamlin, Hamlin & Associates:“Clean data builds trust. When we combine our hygiene process with Experian Automotive insights, dealers uncover opportunities they never knew they had.” Mike Porro, Honda World:“They keep it simple, and data-driven ‘simple’ gets done. We follow the process, train our staff, and see the results.” Looking ahead We’re proud to celebrate Hamlin & Associates and Honda World for showing what’s achievable when data, insight, and clear communication come together. Their work helps people stay safe, strengthens customer relationships, and sets a new standard for recall outreach. Congratulations to the entire team — and here’s to helping even more drivers move forward Learn more about how to enrich your first-party data with Recall VIN Verification insights!

From the vehicles we drive to the way we purchase them, everything in the automotive industry is evolving as new technologies, shifting incentives, and changing consumer expectations continue to develop. As electrified vehicles continue to grow their presence on the road, Experian’s Automotive Market Trends Report: Q3 2025 took a deep dive into this segment and found that 5.5 million electric vehicles (EVs) and 11.7 million hybrids were in operation this quarter. Furthermore, data through the third quarter of this year found that 73.8% of EV owners returning to market replaced their EV with another EV and only 16.5% switched to a gas-powered vehicle. The significant EV loyalty among consumers signals that the ownership experience is delivering on core expectations. While some owners continued to opt for an EV because they’ve grown accustomed to certain conveniences such as charging stations at home or workplace to avoid traditional fueling and the perks of lower maintenance needs, others took advantage of the EV tax credits before they expired at the end of September. However, as these motivations shift, it will be important to monitor how the EV market unfolds over the next six months. Notably, 11.7% of gas-powered vehicle owners replaced their vehicle with a gas-hybrid vehicle this quarter, suggesting that hybrids are acting as an effective bridge toward deeper electrification. In fact, drivers may see hybrids as the ‘happy medium’ vehicle that offers improved fuel efficiency without requiring full reliance on charging infrastructure. Why this matters for the aftermarket As the majority of consumers replace their EVs with another one and some switch their gas-powered vehicle for an electrified one, these trends signal potential long-term commitment to alternative fuel segments. This is important to monitor for aftermarket professionals as the EV service volume continues to grow, requiring different parts and technician training. With consumers increasingly turning to the aftermarket for cost-effective support, professionals who adapt to diverse powertrains will be best positioned to navigate this evolving wave of post-warranty demand. To learn more about EVs and other vehicle market trends, view the full Automotive Market Trends Report: Q3 2025 presentation on demand.

Experian Automotive Series | What Auto Marketers Are Prioritizing in the Second Half of 2025 As we close out our four-part series on what auto marketers are prioritizing in the second half of 2025, we’re shifting gears from strategy to execution. It’s time to explore how marketers are operationalizing data, seeking clarity, and building emotional connections that deepen relationships with customers. With the end of the year’s competitive automotive landscape, clarity and connection aren’t just buzzwords—they’re the cornerstones of growth and loyalty for 2026. Let’s start by exploring how clarity empowers today’s marketers to steer their strategies with control. Clarity: Putting marketers in the driver’s seat Data-guided auto marketers who leverage data insights have a clearer understanding of where consumers are on their car-buying journey. You can learn whether car buyers are gearing up for: A longer commute and want an electric vehicle (or a hybrid vehicle).1 Expanding their family and want a top-tier safety rating with cargo space. Factoring in market trends and wanting to be more economical.2 Creating a new and loyal customer base requires dealers, marketers, and OEMs to focus on clarity and connection. This will be more relevant than ever in the final days of 2025. Gone are the days when dealers and agencies used platforms and tools they did not understand. More businesses are simplifying their services and products by offering guides, Artificial Intelligence (AI) tools, tutorials, consultants, and webinars. At Experian Automotive, we're here to do just that, bringing clarity to our auto solutions, such as the Experian Marketing Engine (EME). While the EME tool has robust and dynamic data, two of our most widely used features — AutoAudiences and AutoInsights — stand out for their impact. Let’s break them down in the simplest way: AutoInsights helps marketers define where, what, and how. AutoAudiences helps reach who to target and when they might be in the market. For further clarification, savvy marketers leverage AutoInsights to strategize and understand their market, then activate AutoAudiences to curate marketing opportunities. With these tools empowering clarity, it’s equally important to focus on building genuine connections with car shoppers. Connection: Personalized experiences that drive sales Building a strong connection starts by truly understanding what consumers need and where they are on their car-buying journey. It’s important to know how consumers plan to use their vehicle and how they have serviced their cars in the past (or how they plan to service them in the future). By focusing on these details, marketers and dealerships can create more meaningful relationships and deliver helpful, relevant experiences that customers value. On the journey to better connections, consider your customers’ communication preferences, 2026 plans, and affordability.3 “Human connection...separates good stores from great ones,” notes Dealer Principal, Matt Birckhead at Sir Walter Chevrolet4 , while General Manager, Michael Wood at Jaguar Land Rover Virginia Beach collaborates with his Digital Director, Ryan Montville, to generate vehicle specs and feature descriptions that connect emotionally with target buyers 5 Key Takeaway: Automotive marketers who leverage data-informed clarity and authentic customer connection are best positioned to drive growth and loyalty in the final days of 2025 into 2026. By using innovative tools like Experian Marketing Engine, focusing on consumer needs, and personalizing every interaction, dealerships, agencies, and OEMs can optimize campaigns and foster lasting relationships. Mastering clarity with data and building emotional connections are the keys to success in automotive marketing today. Ready for clarity and connection with Experian data? Lead the way in creating customer-first experiences that fuel long-term growth. Connect with Experian Automotive and start driving measurable impact. Learn More https://www.coxautoinc.com/insights-hub/q3-2025-ev-sales-report-commentary/ https://www.experian.com/automotive/auto-credit-webinar-form https://news.dealershipguy.com/p/inside-q4-s-new-vehicle-trends-and-how-dealers-are-adjusting-2025-10-28 https://news.dealershipguy.com/p/one-price-vs-negotiation-what-four-operators-say-really-builds-trust-and-gross-2025-10-16 https://news.dealershipguy.com/p/5-powerful-chatgpt-hacks-car-dealers-are-using-to-supercharge-their-business-insights-2025-09-19