Which people are those? The hourly labor charge may be more for an A&P vs. an auto mechanic, which I don't necessarily understand but is a function of market economics, but as far as an absolute amount per operating hour/year of ownership/mile traveled I can't imagine a situation where an aircraft owner would spend less on airplane maintenance than car maintenance. You'd have to find some kind of really skewed comparison, like someone who owned a new C172 with full warranty and was comparing maintenance costs to an antique Ferrari that needed custom-made parts.
I've worked on many aircraft that were in worse condition than the owners cars. What always got me was a guy in a Mercedes that wanted to bitch about my fee.