The study, conducted by Talker Research on behalf of Pennzoil, is shedding light on changing consumer behaviors in response to current economic pressures throughout the United States. In a striking revelation, 73% of car owners surveyed have made a conscious decision to better maintain their old vehicles due to rising costs. This trend is particularly pronounced among older generations, with 75% of Gen X respondents revealing their increased efforts in car maintenance compared to 60% of their Gen Z counterparts.

The survey, which polled 2,000 car owners, uncovered a strong preference for brand-name products when it comes to vehicle maintenance. In fact, 57% of Americans opt for brand-name products over private-label alternatives (34%) when maintaining their vehicles. This preference places vehicle maintenance second only to personal technology (72%) in terms of categories where consumers are most likely to choose brand names.

Respondents were shown a variety of categories and asked if they'd prefer to buy a brand-name product over a private-label product in each category. Interestingly, the study also revealed a divide between DIY enthusiasts and those who prefer professional help. Nearly 80% of consumers rely on others for simple vehicle maintenance, with half opting for professional services and 27% turning to friends or family members. Only one in five drivers perform their own maintenance, with over 40% of these DIYers citing enjoyment as their motivation.

For the majority who prefer professional help, lack of knowledge is the primary reason, with 58% stating they don't have the necessary expertise to maintain their vehicles themselves. Brand familiarity plays a crucial role for these "do-it-for-me" car owners, with 57% reporting that it influences their purchasing decisions.

Regardless of their approach to maintenance, car owners are united in their willingness to invest in quality products. A striking 63% of respondents identified motor oil as a product they're willing to spend more on to protect their car's value over time.