The 2026 Service Outlook highlighted an important challenge: many vehicle owners do not understand core service concepts, including the meaning of dashboard lights and differences among maintenance products such as motor oil. That knowledge gap can make it harder for customers to recognize service needs and feel confident engaging with the dealer. This session will dig into what kinds of education, messaging, and ownership communications are most effective in meeting customers at their level of understanding. We’ll discuss strategies OEMs already employ to educate customers and increase trust – such as owner apps, technician video/eMPI, service advisors, and advertising – then Ducker Carlisle will present their own strategies and research on the topic. This session will focus on all points in the customer lifecycle, not just new vehicle owners.