Younger drivers are less likely to expect discounts on aftersales work, despite the practice remaining common at dealers, Bumper has found.
The aftersales payment company carried out research for its Automotive Aftersales Report 2025/26, which found that drivers aged under 35 were less likely to expect discounts (57% compared with 66% overall) and more likely to see an initial discount as a one-off goodwill gesture (34% compared with 26% overall).
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Bumper said it found 74% of service advisors still offered discounts on repairs and services, and 31% said their dealership had a ‘culture of discounting’.
However, the research also found that 82% of service advisors had changed their approach to discounting, and that the average discount level had steadily dropped from 7.06% in 2021 to 5.3% in 2025.
Discounts still commonly expected
Among drivers generally, 66% were found to expect a discount on their first visit to a dealer, and the same percentage expected the same or greater on future work, with 50% saying they would be less likely to return if the discount level dropped.
Jack Allman, chief commercial officer and co-founder at Bumper, said: “Younger drivers are reshaping expectations around pricing. Many prefer straightforward, frictionless, digital-first experiences over traditional price negotiations.
“As that mindset becomes more widespread, it creates a real opportunity for dealers to move away from the cycle of habitual discounting and towards long-term value propositions – whether that’s service plans, flexible payment options, or more confident pricing conversations.
“The result is a more stable foundation for customer retention centred around trust.”