Agero Engage

At Agero, roadside isn’t just our business; it’s our passion. With over 240 million drivers traveling on America’s roadways this year¹, we understand the importance of not only providing timely assistance to drivers in need, but learning more about the evolving landscape to improve our roadside services. We also know that roadside assistance is a significantly untapped opportunity to unlock extraordinary value with your customers.

To help unlock this value, Agero conducts a bi-annual study of drivers, both with and without roadside assistance, to uncover more about the roadside topography–including frequency of events, types of events, and event resolution. Combined with the millions of data points from our own dispatch data, this study unveils a comprehensive look at the roadside experiences U.S. drivers have every day and how being their hero when they need it amplifies your brand value.

Our most recent study’s data points to the fact that roadside events are occurring more often than one might think–especially when it comes to electric, hybrid, and newer model vehicles–and that drivers’ misconceptions about roadside coverage pose a barrier to usage and adoption. Here are the key takeaways.

about 1 in 2 drivers has a roadside event each year

It’s not a matter of “if” drivers will need roadside assistance, but “when.” For every 100 drivers, 49 reported that they had at least one roadside event in the last 12 months. These events include flat tires, dead batteries, running out of fuel or charge, mechanical breakdowns, and lockouts (which can be any number of issues related to the complex key fobs of today). What’s important to note is that the 51 percent of drivers who didn’t report an issue will most likely experience one in the next 12 months.

FLAT TIRES AND JUMPSTARTS ARE  MORE THAN HALF OF ROADSIDE EVENTS

Our research uncovered that flat tires (28%) and jumpstarts (26%) are the most common issues drivers experience – often the result of everyday driving conditions. Extreme weather, natural wear and tear of vehicle components, road hazards, lack of proactive vehicle maintenance, and sometimes driver error (such as accidentally leaving lights or accessories on) all contribute to the 54% of roadside events they account for.

The next most frequent issues are mechanical breakdowns (13%) and vehicle lockouts (13%), followed closely by key fob issues (11%) and running out of fuel (9%). 

HYBRID AND ELECTRIC VEHICLES FACE MORE ROADSIDE ISSUES THAN INTERNAL COMBUSTION ENGINES

Newer technology does not mean less vehicle issues. In fact 50% of hybrid vehicle owners and 63% of EV (battery and plug-in) vehicle owners experienced a vehicle roadside event in the last 12 months compared to just 48% of ICE vehicle owners.

This trend can be attributed to a few key factors. First, many EVs and hybrids rely heavily on advanced electrical systems and battery technology, which can be more sensitive to extreme temperatures and require specialized maintenance. Additionally, regenerative braking systems, tire wear from higher torque, and limited availability of charging infrastructure can all contribute to unexpected disablements. Many EV owners are surprised to learn they have no spare tire, a trend we are beginning to see with all vehicles. This results in higher tow rates for a standard roadside repair. While these vehicles are generally reliable, their unique components and evolving support networks present new roadside challenges for drivers.

ROADSIDE ASSISTANCE ISN’T JUST FOR THE “SIDE OF THE ROAD” OR THE MIDDLE OF THE NIGHT

When people think of roadside assistance, they often picture a car stranded on the shoulder of a busy highway. But that’s not the reality for most drivers. Highway breakdowns actually account for just 9% of roadside events, and incidents on the side of the road represent only 35%. In fact, the majority of assistance calls happen in parking lots (36%) or even right at home (20%).

The perception of roadside assistance is also closely tied to the idea of emergencies with hazard lights flashing in the darkness. However, Agero’s dispatch data paints a different picture. Most roadside events happen during daylight hours, not overnight. Only 4% of dispatches occur between midnight and 6:00 a.m., while the majority take place after 6:00 a.m., with 9:00 a.m. to noon being the most common window for service at 23%.

NEARLY HALF OF ALL DRIVERS ATTEMPT DIY FIRST - EVEN IF THEY HAVE COVERAGE - MISSING A MOMENT FOR YOUR BRAND TO DELIVER VALUE WHEN IT MATTERS MOST.

When faced with a roadside event, 49% of drivers attempted to fix the issue on their own, whether that involved calling a friend or family member for assistance, or performing the roadside repair themselves (DIY). And despite 69% of drivers being aware that they have roadside coverage through their insurance policy, only 18% of those who sought professional help actually utilized that coverage to resolve the issue. When we asked DIYers if their first attempt was successful, a third of them reported it was not and required further remedies.

While drivers may believe that DIY is the cheapest and fastest solution, this is rarely the case. What’s more concerning is that many drivers are unaware of the dangers that exist when they choose this option. Serious injuries, or worse, have occurred as a direct result of a DIY repair gone wrong–especially in high-traffic areas or inclement weather. It’s important for drivers to understand that no matter what level of car repair expertise they have, it’s best to leave it to the pros. Service providers are trained to handle the dangers of roadside fixes while adhering to strict safety standards and regulations.

MISCONCEPTIONS STILL POSE A BARRIER TO USAGE, with 'inconvenience' at the top spot

The most common misconceptions preventing drivers from using insurance roadside coverage are centered around perceived inconvenience, with wait time being the number one barrier at 23%, followed by 'too much of a hassle' (14%), and 'too difficult to request' (7%). Customers probably don't realize how quickly service providers are arriving on the scene to service or tow their vehicle or how seamless the experience can be – especially when using the mobile app. Frequent and ongoing customer communications like this wait times one-pager can help set the proper expectations for roadside assistance while reinforcing the mobile app experience. 

The stabilization of premiums from early 2024 resulted in slightly lowers concerns about cost and penalties. Sixteen percent of drivers were concerned with the direct impact to their premiums while 12% stated their copay or deductible was already too high. Cautious to protect their policy status, 19% of drivers reported they would save their coverage for an emergency and 12% were concerned it would count as a claim against them.

The last group of barriers to usage is consumers’ lack of understanding. Eight percent of drivers don’t understand their roadside coverage, 6% don’t know how to request help when they need it, and 5% either didn’t have the mobile app downloaded or encountered issues using it. 

Although what’s top of mind for consumers has slightly changed since last year, one thing remains consistent – many drivers aren’t utilizing services they’re already paying for to their advantage, and end up wasting their own resources – be it time, money, energy, or personal safety.

WHEN CONSUMERS AVOID USING ROADSIDE ASSISTANCE, THEY LEAVE THEIR brand LOYALTY STRANDED TOO

It’s no secret that the fight for insurance customers is a challenging and expensive one. Consumers have plenty of opportunities to evaluate which carrier is right for them – but outside of the initial sale, you rarely get the chance to reinforce your brand value. Don’t leave your customer connection points to contentious claims and policy renewals. By leveraging roadside assistance to serve your policyholders when they need you the most, you build meaningful customer relationships by turning those moments of need into opportunities to build trust and satisfaction.

Our findings reveal that despite the frequent occurrence of roadside events, drivers often overlook their existing roadside assistance programs because they forget about them or have misconceptions about their coverage. Many drivers aren’t aware that seeking professional help is actually the fastest, easiest, and most cost-efficient way to get back on the road quickly and safely.  

Agero is strategically addressing this gap by equipping our clients with tools and resources to enhance customer awareness and understanding of their roadside benefits. Frequent communication regarding the likelihood of experiencing an event, what services are included in their program, coverage limitations, the dangers of DIY, and the best way to request help in today’s digital age are some of the ways we’re debunking common roadside myths and educating drivers about the advantages of using coverage.