Women’s Wednesday #46: Report – 50 Years of Women and Cars | From A to Z, A Historical Context, 1966 – 2016

Today's Women's Wednesday is a rich historical look back reflecting on 50 years of women and automobiles. Its is a great way to view the huge industry and cultural shifts that have taken place in five decades. Fom A to Z. Here are just a few of the trends and events that changed the marketplace and perceptions:

Click Here to Read It Now

Read the Latest Her + His Car Review – Share With Your Social Communities

There are two sides to everything, right? To keep our car reviews innovative and interesting, we provide an animated, insightful, detailed and sometimes uncouth two points of view on the same car from – Her + His perspectives. Read the 2016 Ford Explorer Platinum review here.

Women’s Wednesday #45: Report – Analysis of Top 10 Car Brands and Women Buyers

In its first analysis of the top 10 selling car brands of 2015, Women-Drivers.com provides insights into women car buyers’ preferences and experiences. The report includes the top selling brands by units sold in 2015 including Ford, Chevrolet, Toyota, Honda, Nissan, Jeep, Hyundai, Kia, Subaru, and GMC (in descending order, with sales volume sourced and provided by GoodCarBadCar.net).

The report includes intel about what women have experienced while shopping, buying and servicing their vehicles at new car dealerships. This information can help forward-thinking dealerships understand the nuances by brand for women buyers who are the largest buying segment and influence the most purchases. Unlike other reputation sites, the source of the information comes from reviews and opt-in surveys. 9 out of 10 women nationally opt-in to the 25 question survey.

One Size Does Not Fit All
Perhaps conventional wisdom says that most buyers are basically alike; that a “one-size fits all” approach is simple and works fine. The report indicates otherwise. While some results from the survey across brands appears similar, there are enough differences to warrant a closer look. The same definitely holds true for the dealership and dealer group reports.

Click here to Download the Report.

In today’s information-rich world, it is sometimes difficult to sort out what really matters. Reports like the “Women Car Buyers and the Top 10 Brands” distill key data points by brand into easily understood analysis that can help you drive more dollars to your dealership’s bottom line.

Read the full article here.

Report: Women Car Buyers and the Top Automotive 10 Brands

Analysis Provides Vital Insights into Key Data Points for Largest Market Segment
In its first analysis of the top 10 car brands of 2015, Women-Drivers.com provides insights into women car buyers’ preferences and experiences. The report includes the top selling brands by units sold in 2015 including Ford, Chevrolet, Toyota, Honda, Nissan, Jeep, Hyundai, Kia, Subaru, and GMC.

This information, now available in the report: “Women Car Buyers – Analysis of Top 10 Brands,” includes the top sales brands (from GoodCarBadCar.net) with data about what women have experienced while shopping, buying and servicing their vehicles at new car dealerships. This marriage of information can help forward-thinking dealerships understand the nuances by brand for women buyers who are the largest buying segment and influence the most purchases. The source of the information comes from reviews and opt-in surveys from participating dealers who are certified through Women-Drivers.com.

Women-Drivers.com produces this and similar reports to provide value-add customer purchasing information for OEMs and dealerships who want make decisions based on data-driven evidence.

One Size Does Not Fit All
Perhaps conventional wisdom says that most buyers are basically alike; that a “one-size fits all” approach is simple and works fine. The report indicates otherwise. While some results from the survey across brands appears similar, there are enough differences to warrant a closer look.

Time spent purchasing varies by brand
The average time women spent purchasing a vehicle at a dealership ranged from 2 hours and 48 minutes for Honda, to 3 hours and 51 minutes for Kia. Knowing how much time women spend, on average, buying a vehicle can help dealers look at ways to shorten the cycle and make it a more pleasant experience with less down-time.

Proximity
Another interesting statistic is that Hyundai and Kia buyers purchased at the dealership closest to home (64.4% and 61.4%, respectively) while only 34.8% of Honda buyers purchased closest to home. Combining this information with how many dealerships a woman may visit prior to her purchase can provide insights into how car dealer reviews attract female buyers and the effectiveness of advertising campaigns.

Servicing
When it comes to women customers servicing at the original purchasing dealership, GMC leads the way with 77.1%, compared to only 46.9% for Toyota. Why would this be important? When selling Toyotas, it becomes critical to up-sell the service department during the purchase process to increase the revenue over the life of the car. Retention matters. So does an overnight courtesy vehicle; it’s the #1 requested item by women in the service lane.

To buy or not to buy
A very helpful section of the report includes reasons and emotions experienced by women buyers of the top 10 brands. For example, the top reasons women did not buy at the first dealership range from still looking, to a poor price, to not being satisfied with the way she was treated. Once a woman leaves a dealership, there is a 6 out of 10 chance she won’t return. Knowing to look out for the “did not buy” reasons can make all the difference between a successful and lost sale. Having highly engaging sales advisers that listen and ask questions is paramount.

Buying alone
And what happens when a sales advisor assumes that a woman shopping alone is not ready to buy? Over 52.5% of Ford buyers in this report purchased their vehicle alone. Making the assumption those buyers were coming back with someone else, or even mentioning something to that effect, might send them off to another dealer down the street. Nationally, 45% of women report buying a car alone.

In today’s information-rich world, it is sometimes difficult to sort out what really matters. Reports like the “Women Car Buyers and the Top 10 Brands” distill key data points by brand into easily understood analysis that can help you drive more dollars to your dealership’s bottom line.

Women’s Wednesday #44: Is Your Dealership Forward Thinking? Really?

How well do you adapt to new techniques for improving sales? Are you up-to-date on the latest buying trends of the ever-growing women buyers’ market segment? Are you confident your departments meet the needs of women, who now buy half of all cars and influence 80% of the purchases?

Dealership Chemistry Chart
Download The Dealership Periodic Table
and review this with your executive staff and sales, service and BDC advisors.

Adapting to change to Surge ahead of the Competition
Today’s information-driven world allows dealerships to collect and analyze customer intel to help fine-tune sales and service strategies to increase business. Change is challenging. However, unless customer and market intel is collected and analyzed, it is impossible to tell if your store is reaching it’s potential. To stand out, maximizing strategies for female buyers is a key way to improve revenue.

1. Dealer reviews have become so common that 80% of shoppers use them to choose what dealerships to visit.. But how are you marketing to women who rely on reviews twice as much as men? Further, they depend on reviews written by other women – seeing them as authentic and more relateable.

2. With numerous ways to shop, women are armed with an overwhelming amount of information before even stepping into the showroom. A strong digital-to-showroom approach is important and having a trusted online presence that speaks to your women+families is imperative. Use lifestyle content from the Women's Car Guide to cultivate and build a trusting relationship with your female clients that keeps you top of mind, by providing educational and engaging posts and newsletters.

Did You Know? Dealership websites are the top place women go first when researching to purchase a car.

3. Unlike other review sites, Women-Drivers.com provides unprecedented, thorough consumer intel from your own customer experiences when shopping, purchasing or servicing her car. Working to constantly improve the customer journey will result in continued stellar reviews, trust and marketshare build.

Read the Latest Her + His Car Review – Share With Your Social Communities

There are two sides to everything, right? To keep our car reviews innovative and interesting, we provide an animated, insightful, detailed and sometimes uncouth two points of view on the same car from – Her + His perspectives. Read the 2016 Honda HR-V 5DR AWD EX-L review here.

Spring Car Care Month: 5 Easy Tips to Transform Your Drive (& Save Money!)

Woman washing car

Winter can take a toll on your car. Freezing temps, salt, chemicals and slush can really give your car a beating, affecting everything from your tires and wiper blades to the aesthetics of your car’s exterior.

Simple “spring cleaning” tips – like cleaning your air filter and ensuring proper tire inflation — can transform your drive for a snappier, safer ride ahead of spring / summer driving season and save you money in the short- and long-term. Ahead of April Car Care Month and to celebrate the launch of its new ultra-high performance all-season tire, Michelin compiled the below checklist to “transform your ride” this spring:

  • Clear out your junk *$$$ Saver*. Don’t forget to spring clean your car. Clearing out the junk that has accumulated over the winter (all that weight adds up!) will lighten your load, which can positively affect your gas mileage, handling and braking distance.
    Replace old spark plugs and air filters *$$$ Saver*. Replacing your old spark plugs and air filter can instantly improve engine performance and efficiency (more gas mileage!). Spark plugs should be replaced every 50,000 miles, whereas filters should be replaced as often as every 15,000-30,000 miles.
  • Change your wiper blades. Winter driving conditions can wear those wipers out. Don’t stand for a streaky view through your windshield this spring! Replacing your wiper blades takes a matter of seconds and can make a major positive impact on your visibility during those April showers.
  • Upgrade your tires *$$$ Saver*. Never underestimate the role tires play in performance, handling and safety. Two of the most important things you can do is to check your tread and your tire pressure. Driving on under-inflated tires can be dangerous and expensive (driving on underinflated tires can result in a 25% reduction in fuel economy!). And if you find your tread is in trouble, swap worn-out tires for good all-season or performance-boosting tires. Driving enthusiasts should check out the new Michelin Pilot Sport A/S 3+ which delivers true all-season performance and incredible wet and dry braking.
  • Wash the exterior *$$$ Saver*. Lastly, just as important as transforming your ride is maintaining it! Make sure you give your vehicle’s exterior (and its undercarriage) a thorough wash. All the chemicals and salt from winter can lead to serious damage and rust if left unwashed, negatively affecting the look and value of yourcar. A quick wash now can save you an expensive undertaking down the road!

Women’s Wednesday #43: Is Your Relationship with Women Customers like a Yo-Yo?

This week we are having a look at relationships with women customers. Traditionally, after women buy their car, they come into your store for mandatory service visits or for a recall. It's a bit like a Yo-Yo effect. What do more meaningful and ongoing interactions with women look like? A dealership might offer free car washes or birthday oil changes? What about a “happy anniversary this-is-the-day-you-bought-your-car-here-and-we-appreciate-you” tire rotation? These are opportunities to build relationships with women customers and for her to keep you top of mind.

Innovative Engagement and Enrichment
Innovative digital tools like Women's Car Guide provides touch points to cultivate and build a trusting relationship with your female clients that keeps you in a fluid relationship, while providing educational tips to women+families.

Women's Car Guide Sample

A woman may just buy a car every 5-8 years, but she uses it several times a day. Content in the Women’s Car Guide can be seen as a trusted resources all year round by emailing her articles that are relevant to her. Or, they can be used in newsletters to all your subscribers. The mobile responsive Women’s Car Guide integrates into your website to showcase lifestyle and life-stage articles.

It improves time spent on a dealer’s website. Content also auto-posts to the dealer's Facebook page. Reviews are also integrated to showcase transparency with this emerging market that relies on authentic feedback.
Click to see Women's Car Guide.

In the world of connectivity, click here to learn how to stay top of mind with your women shoppers.