A nationwide survey commissioned by Bridgestone has found that while pricing remains important, motorists are increasingly valuing relationships, trust and overall experience when choosing where to service their vehicles.
The research, based on responses from 2,000 UK drivers, showed that 48% still regard product pricing as the main reason they remain loyal to a garage.
However, the findings indicate that cost is only part of the picture.
More than a third of drivers, 35%, said they return to the same garage because of the relationship they have with staff.
Meanwhile, 29% continue to use the same business because their family has always done so, underlining the role of familiarity and long-term trust in retention.
Sustainability credentials are also becoming more influential.
The study found that 26% of motorists would be prepared to pay more to use a garage with proven sustainability measures, such as operating with solar panels.
This marks an increase from 23% in 2024 who said they would do the same when asked the equivalent question.
Customer environment and comfort
Customer environment and comfort were also cited as value drivers.
Some 30% of respondents said they would willingly pay more for a garage offering a comfortable and welcoming waiting area.
In lighter detail, 8% admitted that the quality of coffee on offer plays a part in their choice of service provider.
Drew Chapman, consumer sales director for Bridgestone North Region, said the results pointed towards a more thoughtful approach from motorists.
He said: “It’s encouraging to see that motorists are increasingly looking for more than just the lowest price.
“It’s also interesting to see emotional factors such as trust, familiarity and even a good cup of coffee playing a part in the decision-making process. These small touches help define what makes a motorist return.”
Bridgestone said it continues to support garages aligned with these values through initiatives such as its e-Centre Excellence Programme.
The scheme has seen more than £1 million invested to date and recognises tyre retailers that adopt best practice while delivering a premium service.
The business aims to accredit 150 retail sites across Europe in the coming years. Bridgestone said the programme is designed to improve customer experience and reduce environmental impact, and aligns with its global E8 Commitment, a pledge to create social and customer value across eight focus areas: Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment.