Women are Still Buying…and Best Informed

Anne Fleming

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

2015 US Womens Car Dealership Report Key Findings

•When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
•When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.
•When leasing (a subset of purchasing), the overall WSI was 4.88, a jump from 4.80 in 2014. An amazing 98% of women would recommend their sales advisor when leasing a car.
•When servicing a vehicle, the overall WSI was 4.57 a considerable leap from last years’ 4.38. The top five rated servicing brands by women are BMW, Volvo, Mercedes-Benz, Porsche and Audi.
•Women visit on average 2 dealerships prior to buying a care. Sixty percent of women who leave without purchasing, do not return to that dealership.
•When shopping, 56% of women go to the dealerships by themselves. 83% of them would recommend their sales advisor.
â—¦Almost one-third report that the dealerships website is not helpful
•When buying, 46% of women go the dealership by themselves. 95% of them would recommend their sales advisor.

â—¦Women report the average time to buy a car is 3 hours and 20 min

•Top reasons women don’t go to service department at original dealership:

â—¦Not satisfied with last visit

◦Didn’t like how she was treated

â—¦Inability to get issue resolved to her satisfaction

â—¦Cost of service

â—¦Location not convenient

â—¦Hours not convenient

â—¦Lack of concierge services

•The top requested item by women who have to leave their car overnight for service? A car to drive home – typically a service reserved for luxury brands

•The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

•Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

•Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

•Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Leave a Reply

Your email address will not be published. Required fields are marked *