Potential car buyers at your dealership — especially ones already stretched thin financially — might be more than a little nervous about making a payment commitment that barely covers the vehicle’s retail price, let alone possible products in your F&I office.

To give dealers some clarity about this situation as well as some recommendations, Protective Asset Protection released findings from a comprehensive consumer survey of U.S. automotive buyers examining how financial pressures, economic uncertainty and shifting consumer preferences are reshaping attitudes toward vehicle protection products.

The provider of F&I programs and services said its findings offer dealers a timely roadmap for strengthening customer relationships and improving the relevance of F&I conversations in a challenging economic climate.

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, as 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.

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

“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,” Protective Asset Protection said in a news release.

“For dealers, these findings are not a warning sign but an invitation to lead with education, transparency and real consumer value,” the company continued.

Dual narrative for dealers created by financial pressures

The survey revealed that economic uncertainty is not a singular force pushing consumers away from protection products.

It is, in fact, pulling buyers in two directions simultaneously, according to Protective Asset Protection.

While 56.4% of respondents indicated the current climate makes them somewhat or much less likely to add protection products, the company noted that 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,” Protective Asset Protection said. “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,” the company added.

What consumers now fear

When asked which vehicle components concerned them most, Protective Asset Protection said 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%.

Also, 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.

Furthermore, survey 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, according to Protective Asset Protection.

“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,” Danielson continued. “Dealers who lean into education and transparency will be the ones who stand apart.”

Final thoughts and recommendations

As Danielson referenced, Protective Asset Protection said 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,” Protective Asset Protection.

Among consumers who have used an F&I product, the survey showed 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%, according to the survey.

“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,” Protective Asset Protection said.

Finally, more than half of respondents — 54.1% to be exact — 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,” Protective Asset Protection said. “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 company went on to say.