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New findings from Agero’s 2026 Consumer Pulse Report reveal a widening gap between what vehicle warranty roadside assistance can do for brand loyalty and vehicle repurchase rates — and how car owners are actually using it.

Every year, Agero conducts comprehensive consumer research to learn more about the roadside landscape, analyzing driver behavior, attitudes, and perceptions of roadside assistance. The findings from our 2026 Consumer Pulse Report reveal a growing disconnect between the loyalty-building power of vehicle warranty roadside programs and actual driver engagement.

While the need for assistance remains consistently high—roughly 1 in 2 drivers (47%) experience a roadside event annually—awareness of factory-provided coverage is fading. A surprising 26% of brand-new 2026-model owners don't realize they have warranty roadside benefits, and overall recall of automaker programs has dropped 4% since last year. Ultimately, just 7% of drivers are utilizing their OEM's roadside program when trouble strikes.

Here is an exclusive look at what our research uncovered, where your vehicle owners are turning instead, and why automakers must treat roadside assistance as a premium brand touchpoint.

Warranty Roadside Is an Untapped Loyalty & Repurchase Engine You Already Own

For automakers, a roadside event can be a defining "moment of truth" for your customers. When a driver is stranded and stressed due to a punctured flat tire from a nail in the road or because they locked their keys in the trunk, their immediate service experience directly shapes how they feel about your brand. When OEMs deliver a seamless rescue at those critical moments, the payoff for brand loyalty and lifetime customer value is immense:

• Brand Satisfaction (NPS): +38% Net Promoter Score Lift
• Vehicle Repurchase Rate: +19% higher likelihood to repurchase the same brand
• Extended Subscription Conversion: 76% (3 out of 4) likely to purchase post-warranty coverage

When a driver is stranded, automakers face a critical juncture: deliver a seamless rescue that cements brand loyalty, or risk a frustrating experience that drives them to a competitor for their next purchase. The data clearly shows that capturing this defining moment is more crucial than ever.

The Value of the Rescue is Escalating

The sheer volume of these incidents remains massive. Consistent with historical trends, 47% of drivers—nearly one in two—will face a roadside issue this year. This means roughly half of your active vehicle owners will experience a disablement in the next twelve months, offering a continuous, high-volume opportunity to prove your brand's commitment to their safety and convenience.

Furthermore, the industry's transition to electric vehicle (EV) and hybrids has increased. As your vehicle lineups evolve, so do the service needs of your drivers. Currently, EV and hybrid models experience a 56% roadside incidence rate, which is notably higher than the 40% rate seen in traditional gas and diesel vehicles. In fact, these alternative powertrains now account for 16% of all roadside incidents, effectively doubling their share of events since 2024. For automakers aiming to lock in long-term loyalty, mastering the roadside experience for this growing segment today is paramount to driving future vehicle repurchase rates as EV and hybrid adoption continues to climb tomorrow.

The Growing Loyalty Leak: Where Automakers Are Losing Ground

Despite the massive upside, automakers are losing ground on who gets called to the scene. Only 7% of roadside events are currently serviced through OEM warranty roadside. The data reveals that auto brand loyalty is leaking across three distinct fronts.

THE FIRST LEAK: YOUR VEHICLE OWNERS ARE TURNING TO SOMETHING ELSE

DIY is increasing as event types shift. Nearly half of drivers (48%) now attempt to fix roadside issues themselves—a 14% jump year-over-year. Mechanical breakdowns dropped 23% since last year (now accounting for just 10% of events), while minor issues like flat tires (33%) and jump starts (28%) surged. Because drivers are encountering less severe events, they feel more confident going solo. However, 24% of DIY attempts fail, leaving stranded drivers frustrated and damaging their perception of vehicle quality.

For those drivers that do choose professional services, about a quarter of them recall being towed. But further analysis of tow events shows that only 15% were due to mechanical breakdowns, while 85% of tows started with a potentially serviceable roadside symptom.

Third-party motor clubs are stepping into the gap: Independent motor clubs handle 23% of roadside events. When a third-party motor club rescues your customer, they collect the fee, earn the gratitude, and capture the brand equity that rightfully belongs to your vehicle brand.

THE SECOND LEAK: WARRANTY COVERAGE AWARENESS IS FADING

Recall drops sharply as vehicles age: Overall, auto program recall has slipped 4% since last year. Additionally, a quarter (26%) of 2026-model owners don't even know they have factory warranty roadside coverage. As vehicles age, awareness plummets even further—dropping to 60% for 2025 models, 54% for 2024 models, and 43% for 2022 models. You cannot drive brand loyalty or subscription upsells with a benefit owners forget they have.

Location misconceptions persist: A growing share of drivers incorrectly believe events occurring in residential driveways or parking lots aren't covered—a misconception that has worsened over three straight years, with home coverage awareness falling to 58% and parking lot awareness down to 71%.

THE THIRD LEAK: OWNERS FEAR UNEXPECTED OUT-OF-POCKET COSTS

The biggest barrier isn't apathy; it's cost confusion: A full 58% of consumers cite at least one barrier to using their vehicle warranty roadside coverage. The single biggest barrier? Out-of-pocket cost fears which was cited by 45% of drivers, with 21% specifically fearing unexpected expenses.

Treating coverage like a "catastrophe policy": Because vehicle owners lack clear information, many incorrectly assume that calling factory roadside assistance will result in out-of-pocket charges, despite the service being 100% free under their warranty. Others hoard their coverage for catastrophic emergencies like a total engine breakdown (where intent to call is 84%), while opting to DIY or pay a third party for everyday issues like a flat tire at home (where intent drops to 36%).

The Fix: How Automakers Can Educate Drivers and Reclaim the Rescue

To reverse these trends and capture the loyalty benefits of every roadside event, OEMs need targeted campaigns that dismantle usage barriers and keep warranty coverage top-of-mind.

REVAMP YOUR MESSAGING AND BUST COVERAGE MYTHS

LEVERAGE DEALERSHIPs and digital touchpoints

Promote at vehicle delivery and service visits: Engage dealership sales and service teams to highlight warranty roadside during vehicle handoff, post-purchase communications, window decals on lot vehicles, and routine service appointments.

Deploy physical and digital owner assets: Place QR codes and deep-linked technology on physical ID cards, window decals, owner manuals, and inside mobile owner apps to route drivers directly to digital dispatch.

Highlight full service capabilities: Regularly detail all covered events—including key fob issues, lockouts, flat tires, and fuel/charging delivery—so owners know to call you for minor inconveniences as well as major breakdowns.

Activate Your Social Platforms: Turn your brand's social media accounts into an ongoing educational tool for roadside. Regularly publish easily digestible tips, correct common coverage misconceptions, and highlight genuine roadside success stories. By keeping this benefit highly visible on a regular basis, you continuously reinforce its intrinsic value and condition your vehicle owners to confidently reach out for help long before an event actually occurs.

reclaim the rescue. secure the repurchase.

Customer retention in the automotive industry won't be won through passive warranty booklets—it will be won millions of times a year, one vehicle rescue at a time.

Right now, valuable brand-building moments are slipping away to risky DIY attempts and third-party motor clubs. Automakers that actively educate their drivers, bust coverage misconceptions, and streamline digital intake will convert stressful roadside events into lifelong brand loyalty, higher vehicle repurchase rates, and lucrative post-warranty subscription growth.

you don't have to build this retention engine from scratch

The Agero Roadside Content Hub (ARCH) provides automakers with professionally crafted, owner-focused messaging—from owner portal content and email campaigns to dealer communications and seasonal social media calendars. ARCH simplifies myth-busting, value storytelling, and digital intake onboarding, ready to customize for your brand and integrate into your existing marketing ecosystem.

Ready to reclaim the rescue and drive brand loyalty? Schedule a demo today to see ARCH messaging in action and build a tailored customer activation strategy with Agero’s automotive team.

Connect with us to learn more.