Guide to Become a Female Friendly Car Dealer

According to a CarMax survey of nearly 10,000 women, the car-buying experience for women continues to not measuring up to a good experience for many.

Topping the list of gripes:

Time. Twenty-one percent say buying a car is not quick and effortless.

Of the women surveyed, 15 percent said they didn't like or trust their salesperson.

When women decide to go out to a local car dealership to buy a car, they are most often ignored as if invisible. If they do bring a man (just to get noticed!) but try to dominate the sale (because it's their car, after all), they are treated like a mouthy kid, or worse yet, expected to allow the man to do all the talking.

Here are some facts on women car buyers:

• Women spend approximately 17 weeks on the new car buying process, three weeks longer than men.
• Women are more inclined to purchase cars that they consider fun-to-drive and that are well made. In contrast, men prefer vehicles that are a good value for the money, are comfortable, have nice exterior styling, good fuel economy and display a certain image.
• Women, more than men, place a high value on a vehicle's reliability, durability, passenger seating capacity, safety features and availability of four-wheel drive.
Women rate safety as the most important aspect when shopping for new vehicles.
• Female buyers seek advice from automotive authorities (57%) before buying a new car.
• Female auto buyers will shop an average of 3 dealerships for best price and best treatment.
• 1/3 of female buyers read an average of 4 automotive magazines for 12 months before purchase.
• Females place the most importance on dependability, functionality and economic factors when buying.

With these facts in mind, what are dealerships doing to attract, sell, retain and create loyalty with women car buyers?

Tips & Tactics
Helpful advice for making the most of this Guide

• An Ask Patty certified dealer is a dealer that creates a safe and comfortable environment where women feel welcome and a dealer that makes the experience of purchasing and maintaining her vehicle a pleasant one.

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