New findings from Agero’s 2026 Consumer Pulse Report reveal a widening gap between what roadside assistance can do for policyholder retention — and how policyholders are actually using it.
Each year, Agero conducts comprehensive consumer research to analyze driver behavior and perceptions toward roadside assistance, shedding light on exactly how drivers navigate stressful vehicle disablement issues. The findings from our annual research—Agero’s 2026 Consumer Pulse Report—uncovered a striking contradiction in consumer behavior:
Below is an exclusive look at the data we uncovered in this year’s report, exactly where your policyholders are turning during a roadside event, and why carriers can no longer afford to treat roadside assistance as a forgotten policy perk.
Roadside is a high-frequency, low-cost service carriers offer to their customers. Each year, approximately 140 million roadside events occur—10 times the volume of windshield claims—yet the average roadside event costs just $120 compared with $400 for a windshield replacement. More importantly, a roadside event is a defining “moment of truth” for a stranded, stressed policyholder who discovers in real time whether their insurer will show up when they need them most.
When carriers deliver at that moment, the retention impact is dramatic: policyholders who use their insurance roadside program report a 23% higher NPS than those who attempt to fix the issue themselves.
Every roadside event is a fork in the road — it either becomes a loyalty-building rescue or a missed opportunity that can erode your brand. As the data reveals, the sheer volume of these “moments of truth” makes roadside an abundant and powerful opportunity to strengthen customer loyalty.
The baseline need remains demanding. About half of all drivers (47%) experience a roadside event—a remarkably steady 1-in-2 figure we’ve consistently seen over the last several years. Essentially, half of your book of business may require roadside service this year, and the other half will likely need it the next. This constant cycle of need presents an extremely large, recurring opportunity for you to step in and secure lifelong brand loyalty.
And electric and hybrid vehicles need more help, not less. As the automotive market shifts, the specific service needs of your policyholders are shifting right alongside it. EV and hybrid vehicles currently show a 56% roadside incidence rate compared to just 40% for traditional gas and diesel vehicles. In fact, their combined share of roadside events has doubled since 2024, now making up 16% of all events. If you want to capitalize on the loyalty-building power of a successful rescue, becoming the trusted provider for these drivers today will solidify their retention as EV adoption continues to soar.
Unfortunately, carriers are losing ground on who gets called to the scene. Insurance roadside usage fell 24% year-over-year, meaning only 16% of drivers who experienced an event actually turned to their carrier’s program to resolve it.
This drop reveals a critical retention problem. The data shows that your share of rescues is leaking on three distinct fronts.
DIY is surging because event types are shifting. Nearly half of drivers (48%) now attempt to fix roadside issues themselves—a 14% jump year-over-year. Why the sudden spike in self-reliance? Mechanical breakdowns dropped 23% since last year. Because drivers are encountering fewer severe mechanical failures and more minor issues like flat tires or jump starts, they feel far more confident tackling the problem solo. But that confidence is often misplaced: roughly a quarter of DIY attempts fail, leaving your policyholder stranded, frustrated, and missing out on the positive brand experience with your rescue.
Coverage recall is declining across the board. Consumers either aren’t adding roadside to their policies or are simply forgetting they have it — and you can’t build loyalty with a benefit no one remembers.
Misconceptions are deepening. A growing share of consumers incorrectly believe events in parking lots or at home aren’t covered, a misunderstanding that has worsened for three straight years.
Pricing and value visibility are virtually nonexistent. When consumers without insurance roadside coverage were asked why they skipped it, they cited two main reasons: perceived cost and reliance on a competing program (like a motor club). This exposes a massive two-fold awareness gap. First, drivers vastly overestimate the price of adding roadside coverage, incorrectly assuming it will inflate their premiums. Second, those already paying for an alternative often have no idea they can get the exact same level of protection directly through their existing auto policy at a lower cost.
The biggest barrier isn’t ignorance; it’s financial fear. 57% of consumers cite at least one barrier to usage, with cost and penalty fears leading the list at 51%. Specifically, 17% of consumers fear that requesting roadside assistance will increase their insurance premiums.
And if you’re counting on recent rate stabilization to calm the waters, the latest data suggests otherwise. Sixty-one percent of consumers still plan to shop their policy before making a renewal decision.
More than 4 in 5 policyholders (84%) do not expect premiums to decrease over the next year. That persistent concern over rising costs shapes how they view every interaction with their carrier—and makes them increasingly cautious about taking any action they believe could affect their rate.
This premium anxiety has created a fascinating psychological split in how policyholders view their coverage: the severity of the event is directly correlated with their intent to use their roadside program. Consumers indicate they are highly likely to call their carrier for severe emergencies, such as a mechanical breakdown or ending up in a ditch. However, intended usage drops significantly for less severe incidents, like a dead battery or a flat tire at home.
Essentially, policyholders are treating their roadside coverage like a "catastrophe policy" rather than an everyday benefit. They save it for major emergencies, so when faced with minor inconveniences, they pay a tow provider or repair facility out of pocket to avoid risking a penalty.
Every one of these data points is a retention leak. Each policyholder who defaults to a risky DIY attempt, pays a competitor for help, or hesitates out of fear of a premium penalty is a policyholder who never experiences one of your most powerful loyalty-building services you have to offer.
For your policyholders, a roadside event isn’t a matter of if—it’s a matter of when. The question is whether they turn to you, call a competitor, or go it alone. And because the primary barriers are awareness and understanding and not the product itself, roadside represents one of the most cost-effective retention opportunities already within your reach.
To reverse the trend and reclaim your share of roadside rescues, you need targeted campaigns that break down usage barriers. It’s your obligation to consistently and clearly communicate the genuine value of the coverage they already have, ensuring policyholders know when and why to rely on it.
Shift the vocabulary: Refer to the program as a "benefit" rather than a "claim" to ease the top barrier to usage: concerns about penalties and rate hikes. Similarly, reposition your program as "vehicle assistance" rather than "roadside" to combat the growing, incorrect belief that parking lots and residential driveways aren't covered.
Attack the DIY urge: With DIY attempts growing by 14%, your marketing must highlight the specific reasons to avoid self-repairs. Incorporate imagery of DIY repairs going wrong or being difficult to underscore the safety and monetary risks of going it alone.
Take on competing programs costs: Compete more directly with motor clubs and other providers by being highly transparent about your program's pricing and services. Promote your comprehensive benefits clearly so consumers don't incorrectly assume that your lower price means inferior service compared to a costly membership.
Highlight network quality: To ensure policyholders actually use your service during stressful roadside scenarios, proactively promote the strength of the network backing them up. Emphasize the massive scale, geographic coverage, and high quality of the fully-vetted service providers we deploy on your behalf.
Speak to younger drivers: Millennials, Gen Y, and Gen Z experience the largest share of roadside events. Keep using creative imagery and language specifically tailored to resonate with these younger demographics.
Create EV and Hybrid resources: With EV and hybrid event shares doubling since 2024, develop content specific to these vehicles on your consumer marketing assets to keep the information fresh and engaging. Elevate the message that your roadside program has the unique and specialized assistance EV and hybrid drivers need.
Showcase the full menu of services: Because consumer knowledge of lesser-known events is dropping, always outline every service event type in your roadside copy and images. Specifically highlight lockouts, key fob issues, and fuel delivery so policyholders know exactly what is covered.
Promote heavily at purchase and renewal: Because consumer recall of roadside coverage is slipping, keeping this benefit top-of-mind is critical. Share this retention value story with your internal marketing and product teams to ensure roadside assistance is prominently featured in policy purchasing and renewal communications.
Leverage your social media channels: Utilize your social media channels to regularly post content about roadside assistance. Share bite-sized educational posts, myth-busting facts, and real-life "rescue" stories on your active platforms. A consistent social presence keeps the benefit top-of-mind, highlights the true value of the coverage, and helps normalize usage before a stressful emergency even strikes.
Deploy deep-linked ID cards: As mobile app intake steadily increases and phone usage drops, make sure you are distributing physical or digital ID cards to your policyholders. Incorporate QR codes and new deep-linking technology into these cards to create a seamless customer experience that routes them directly to digital intake.
The retention battle won’t be won on price—consumers have explicitly told us they expect premiums to remain elevated and plan to keep shopping. Instead, this battle will be won through exceptional service and value—something roadside offers during each roadside rescue.
Right now, a growing share of those rescues is leaking to risky DIY attempts, local tow providers, and competitors who will happily convert your policyholder’s gratitude into a new quote. To own the industry’s most powerful loyalty moment, carriers must step up to close the awareness gap.
By actively myth-busting coverage misconceptions, driving digital intake adoption, and delivering tailored education to high-growth segments like EV owners and younger drivers, you can fundamentally change how your policyholders view their coverage. The carriers who reclaim the rescue will secure long-term loyalty; the ones who don’t will keep burying a benefit their policyholders never experience.
The Agero Roadside Content Hub (ARCH) is a comprehensive content library stocked with professionally crafted, consumer-focused messaging—from emails and blog posts to infographics and a seasonal content calendar. ARCH does the heavy lifting of roadside myth-busting, value storytelling, and digital app education, all ready to tailor to your brand and drop directly into your existing marketing channels.
Contact your Account Manager to schedule a demo to see ARCH in action and build your custom retention strategy with Agero’s expert team.