There is nothing infinitely more satisfying than the smell of a fresh vehicle: Your hard-earned cash being ploughed into glossy, mechanical creature that acts as your friend when obliterating fellow mothers on the traffic school runs. However — whilst general conception is that car buying is supposed to be an enjoyable process — for women it can turn into a living nightmare; or to be more precise, ‘like having a ‘root canal without the anaesthesia’.
You would have thought that considering the fact that we are in 21st century, women could achieve equality in all areas of life. With the rise and proliferation of female trade unions, all women driven office environments and females ranking amongst the world’s most influential figures, it is clear that girl power has been dominating all aspects of life. But there comes a time where these females have to face the daunting task of car buying; and unfortunately this is what drags feminism back kicking and screaming to the dark ages.
It shows in the painful statistics. A study carried out by Quicks shows that 50% of women buyers felt that they were more likely to be ‘ripped off’ because they are ‘females’, whilst a concerning 43% felt ‘patronized’ by their dealers. Moreover previous studies have shown that an overwhelming eighty percent took a male companion to oversee the indolent car buying process.
The disappointing statistics reveal the aversions that women show when being faced with the prospect of car buying. Much of these depressing sentiments seem grounded in the fact that they are all too frequently intimated by the largely male dominated dealership. Bad practice, intimidation and the sheer complexity of car buying combine to make the car buying process a daunting and potentially wearying experience, when it should be pleasant and exciting.
But dealers it appears – by poor practice—are failing to realize the economic imperative of women within the car dealer world. This is a profound disappointment, when considering the continued strength of female vehicle ownership. Indeed in 2011 of the 35 million license holders, 17 million of which were women. Additionally, since the global financial crisis women’s car purchasing figures, have certainly been more robust than their masculine counterparts which have noticed a drop in their in their new cars registered from 575,400 in 2007 to 475,100 in 2012.
Our recent evidence suggests there if there is an alternative to the usual experience; women will be attracted to it. We’ve found both recently and in our extensive trials of the car buying service that nearly 50% of buyers in both stages were women. Hence there is a misconception that the car buying market is largely male driven. Completed trials indicate that FindsYouCars—a unique service which puts car buyers in touch with suppliers—has garnered a stupefying 47% of its sales from women. This was with the general consensus that they seem to enjoy the fact that they can control of the process and ‘buy’ rather than be ‘sold’ to.
The findings come across as a bit of a paradox, because the general findings of the studies above seem to indicate that women avoid the car buying process like the living plague. But the clue, regarding this enigma, can be found in the sheer uniqueness of FindsYouCars. Indeed the company is a rarity of its kind with regards to the internet media it exploits. This gives women the opportunity to avert the car buying process and focus solely on the wide range of deals that have come to them online – free of the prejudice towards women that can stem from face to face car buying.
So what can car dealers learn from these findings? That underrated market of female car buyers can no longer be afforded to be overlooked; that the process of the car buying should be consistently reviewed to alleviate the bias towards the female car buyers and to promote equality with their masculine counterparts.