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According to a new study, the 55-to-64-year-old age group is most likely to purchase a new car.
Social media is a great way to keep in contact with friends, family and share baby photos with one another, but it can also be used for finding a favorable car dealership. Thats according to a new study released just on the eve of Facebook’s IPO.
Shopping for a car has always been harder for a woman. You’re always concerned you’re going to be taken advantage of or talked down to, just because you’re female. Bringing a male friend or husband to a dealership is standard practice – and when you think about it, it’s just plain unfortunate that women still feel the need to do this.
But ladies, you’ll be happy to know that times they are a-changin’. Thanks to auto manufacturers, retail trade groups and fed up women, the word is getting out as to which dealerships are more inclined to treat women like intelligent consumers. Using social media and word-of-mouth, women are talking about which dealerships to shop at and which ones to avoid.
The proof comes from a study published by WomenCertified that says that women account for 51 percent of the cars purchased in the U.S. and influence 96 percent of sales. The study focuses on what women car buyers want when shopping for a new vehicle, and the results found that just as important as buying experience is the way women are treated during the process. It turns out that during the service experience is when women face the harshest treatment.
So what makes a dealership “women friendly?” According to WomenCertified, the best dealers show “a genuine concern for the customer,” and offer a “nuance of hospitality” in everything they do. These dealers listen to women and understand the specific needs of the customer.
As well, the survey found that women are more likely to return to the dealership if they are happy. They will not only come back the next time they need a new car, but also to take care of service and other car needs.
You can see the list of the top woman-friendly dealerships after the jump.
[Source: The Detroit Bureau]
Hmmmmm, we wonder how much money was spent on this eye-opening study. According to CNW Market Research, an individual’s personal tastes in a vehicle vary greatly depending on gender and age. (Insert dramatic pause here.)
The data was compiled based on questions posed to consumers by CNW about how much importance they placed on various features offered in cars. The answers where then sorted by gender and age group. Researches first started data collection 2006, and then again in 2010, to see how they’ve changed.
So here’s the scoop on what women are looking for: they look for rear visibility, cost, front visibility, remote side mirrors and side air bags when looking for a new car. On the other hand, men want styling, horsepower, engine design, front visibility and a great sound system.
The data does show some surprising information. The biggest change, from 2006 to 2010, showed the importance that women, versus men, placed on a rather bland feature: Cloth seating surfaces. Women ranked cloth seating as 11 percent more important in 2010, compared to 2006, while men ranked cloth seating as five percent less important. And the feature that showed the second biggest difference of how it was rated important by women, compared to men, over the four-year-period, was bench seats, which were more popular with women in 2006, just as they are today.
What does this research prove? Well, it goes a long way to dispel the myth that women are typically more emotional shoppers than men. Other than that, we’d say this survey goes in the “obvious” file.