This insights post is a summary of the blog post published by Coyne Public Relations. View the full insight at: Redefining Premium: Communicating with Consumers in the Evolving Automotive Market.
“Premium” isn’t a badge—it’s performance you can measure. Today’s buyers equate premium with reliability and longevity, which lets aftermarket brands (even motor oil) claim premium status if they can prove outcomes, not just promise them. For do it for me (DIFM) consumers, it is important to understand what is driving the message and the behavior.
What’s Really Driving “Premium”
Quality and performance are top buying factors. In maintenance, that means products that extend engine life, cut breakdowns, and keep performance steady. If your product protects the asset over time—and you can show the receipts—you’ve got a premium position.
Trust Is the Tiebreaker for consumers. When the stakes are a vehicle’s health, trust decides. You earn it by delivering repeatable results and communicating them clearly—with data, not fluff.
Case in Point: Coyne PR × Pennzoil
Worldcom partner Coyne PR helped Pennzoil defend its premium edge versus private label by:
- Getting the facts: A national survey showed buyers prefer brand-name maintenance products and regret private-label swaps.
- Targeting DIFM buyers: Nearly two in three are willing to pay more for oil that protects long-term value.
- Amplifying with intent: Evidence-led storytelling to mainstream and trade media: premium matters because premium performs.
How Brands Win Now
In a competitive market, especially when battling private-label brands, it can be challenging for premium brands to differentiate themselves. By developing a comprehensive strategy designed to showcase the tangible benefits of choosing premium over private-label products. There are several ways to do that including:
- Lead with outcomes: Be specific and testable: fewer deposits, longer drain intervals, better cold starts, warranty-backed intervals, MPG retention.
- Publish proof: Use third-party tests, fleet data, technician validations, and longitudinal case studies.
- Make trust visible: Skip vague “luxury” cues. Build a premium case on performance, proof, and protection.
- Win the DIFM moment: Arm service writers/techs with pocketable proof points and quick guides that link small premium to avoided big repairs.
- Price for value—and show the math: Tie price to fewer failures, longer component life, and protected resale value.
Being able to compete in a premium market means showing measurable performance and visible proof. Brands that nail evidence-based storytelling—especially at DIFM decision points—will win wallets, workshops, and algorithms.
Get more insights at: Redefining Premium: Communicating with Consumers in the Evolving Automotive Market.
