A Millennial's Perspective

by Sara Fraser

(sponsored by Haas Performance Consulting)

Wed., March 3, 12:00 - 2:00 CST

Like many shop owners, Sara Fraser saw how taking the reins herself could yield a better experience. She now educates shop owners on the younger generation of car drivers in Millennials and Gen Z.

That’s why her class, “A Millennial’s Perspective: What I Want In An Auto Repair Shop,” promises to be so illuminating. She’s not a boomer who has figured out Millennials and is now spreading the big secret; rather, she’s a millennial herself, drawing upon her own experience as a driver and consumer in the modern world.

“My class is about Gen Z and what we as customers and employees want in an auto repair shop,” she says.

“Our expectations are different from someone who is 45 or 55 years old,” she says. “I expect to make an appointment online without talking to someone; I desire convenience; I desire transparency. And what better way to get this information than from a Millennial herself?

Fraser isn’t new to the repair scene. She’s also appeared in webinars for ATI, taught as part of the PAVE virtual conference and appeared on several industry podcasts.

She says the top three aspects to keep in mind when dealing with Millennials are convenience, authenticity and transparency.

“If you don’t have younger customers, you won’t have any customers,” she says. Might as well learn how to get them, right?

When asked what’s next after Gen Z or how to define the future generations of car drivers, Fraser can only guess.

“COVID has changed everything, and we may see a new set of values emerge,” she says, “so who knows? Maybe we’ll call them Gen C.

And if (or maybe when) we do, Fraser will be there to help shops learn how to succeed with them, too.