With vehicle prices at historic highs and interest rates continuing to weigh on household budgets, the survey paints a clear picture of today's car buyer: financially cautious, highly engaged and hungry for guidance that feels genuinely helpful rather than transactional. For dealers, these findings are not a warning sign but an invitation to lead with education, transparency and real consumer value.

Nearly 7 in 10 consumers (69.1%) reported feeling financially concerned at the time of their vehicle purchase, with rising monthly payments due to interest rates cited as the single leading economic stressor. Yet that same financial anxiety is creating a meaningful opportunity: 29.2% of buyers say the current economic environment makes them more likely to seek protection products, viewing them as a practical shield against unexpected repair costs.

Financial Pressures Create a Dual Narrative for Dealers
The survey reveals that economic uncertainty is not a singular force pushing consumers away from protection products. It is, in fact, pulling buyers in two directions simultaneously. While 56.4% of respondents indicated the current climate makes them somewhat or much less likely to add protection products, a substantial 29.2% said it makes them more likely, citing the logic that protecting against a major mechanical failure or total loss is precisely the kind of financial safety net that makes sense when budgets are tight.

For dealers, this bifurcation represents a coaching opportunity rather than a conversion problem. The consumers already motivated by financial self-protection are the most ready for a transparent, value-forward conversation. And those who are hesitant often share the same underlying concern: they want to understand whether a product is genuinely worth it.

Consumers Know What They Fear Most
When asked which vehicle components concerned them most, respondents were clear: major mechanical failures such as engine and transmission issues topped the list, accounting for 25.0% of all concerns mentioned, followed by electrical components at 20.6%. Most notably, advanced vehicle technology including cameras and sensors ranked third at 18.0%, signaling a fast-growing area of consumer anxiety that reflects the increasing sophistication of today's vehicles.

These findings align closely with the products consumers already believe offer the greatest financial protection. Vehicle Service Contracts (VSCs) were identified by 49.3% of respondents as the single product offering the greatest financial protection, followed by GAP at 31.4%. Together, these two anchor products command more than 80% of perceived protection value, and VSCs lead future purchase intent at 22.4% of all product mentions.

"These survey results tell a story that every dealer can use," said Josh Danielson, Vice President of Sales – West at Protective Asset Protection. "Today's buyers are walking in with real financial concerns and a genuine desire to protect their investment. That is not a barrier to an F&I conversation; it's the opening. When dealers lead with clear, specific information about what a VSC actually covers and what a real repair might cost, they are doing more than selling a product. They are building the kind of trust that turns a one-time transaction into a long-term customer relationship. Dealers who lean into education and transparency will be the ones who stand apart."

What Motivates Consumers to Say Yes
The survey gives dealers a precise answer to what actually moves consumers to purchase. A clear explanation of coverage ranked first at 18.0% of all purchase motivation mentions, followed by specific repair cost examples at 16.1%, flexible payment options at 15.2%, and purchasing from a reputable provider at 13.4%. The pattern is consistent: buyers respond to conversations that are specific, honest and concrete. Telling a customer that an engine replacement can cost $5,000 to $8,000 and showing them how a VSC eliminates that exposure is exactly the kind of conversation this survey shows buyers are ready to have.

The Proven Value of Protection Products
Among consumers who have used an F&I product, 69.1% reported saving $500 or more over a 24-month period, and 22.9% saved $2,000 or more. Pre-Paid Maintenance led actual usage at 29.3%, with VSCs following at 20.7%. These are self-reported outcomes from real buyers who purchased protection and needed it, and they offer dealers a powerful counter to the most common declination objection: the data shows that for the majority of buyers who engage, protection products deliver.

Digital Engagement Is Where Dealers Can Get Ahead
More than half of respondents (54.1%) prefer to learn about F&I products online at their own pace, and nearly 70% prefer a non-pressure context overall. For dealers, this is not a challenge to the F&I office. It is an opportunity to extend the conversation beyond it. Consumers who arrive already educated on protection options are far easier to help. Digital tools that offer transparent, straightforward product information before a buyer reaches the lot are not competition for the F&I manager: they are preparation for a better conversation.

The online survey was presented to more than 3,000 U.S. drivers during April 2026.

ABOUT PROTECTIVE ASSET PROTECTION
Protective Asset Protection has been providing Finance & Insurance solutions for the automotive industry for more than 60 years. We proudly serve thousands of dealerships and financial institutions throughout the U.S. and Puerto Rico with innovative F&I products, training, wealth-building programs and technology. Our portfolio of vehicle protection plans, GAP (Guaranteed Asset Protection) coverage, limited warranties and ancillary products provide opportunities to generate revenue with products that help drive customer retention and satisfaction. Protective Asset Protection is part of the financial services holding company, Protective Life Corporation. For more information about Protective Asset Protection, visit protectiveassetprotection.com.