U.S. drivers are feeling the financial strain of vehicle ownership beyond today’s high sticker prices, so much so that many say they wouldn’t be able to afford an unexpected $500 repair.

The inaugural Midas Consumer Pulse Survey found that 66% of drivers wouldn’t be able to afford the repair, millennials most likely to be in financial straits. And women more so than men said that a $500 repair would be a serious problem.

The survey also found that 53% of drivers have delayed or skipped recommended maintenance in the past year, half of those respondents citing affordability. Carfax data showed similar results earlier this year, the majority of states with at least 25% of drivers behind on recommended vehicle maintenance.

Both companies point out the long-term effects of the maintenance delay: bigger, costlier repairs down the road.

So what would it take to get drivers to prioritize maintenance despite affordability concerns? According to the survey, clear upfront cost estimates, a trusted relationship with a mechanic, and flexible payment options ranked highest.

When it came to choosing where to go for the service, respondents said trust and reputation were the top priorities.

Service departments are known retention drivers for dealerships, largely because of the trust they can build with customers. Based on the survey and the Carfax data, dealerships that provide transparent pricing, easy scheduling and flexible service options can help bridge the missed maintenance gap.