|
 |
Since the birth of the automobile 100 years ago,
most people have been buying their new vehicles from a new car dealership. For about 80 of
those years, most of those new car buyers were men. Then, in the mid-1980s, something very
interesting happened in the world of auto marketing. Market research reports dealing with
automobiles began announcing the percentage of women new car buyers along with their other
demographic information. The early numbers were small, but by 1989, it appeared that over
40 percent of all new cars sold were purchased by women and there was female
"influence" involved in an undetermined (but large, they said) number of
purchases.
Today, according to John Rettie, analyst for J.D. Power and Associates market research
firm, women now influence about 85 percent of all new vehicle purchases. "In
addition," says Rettie, "our studies show that 50 percent of all new vehicle
purchase decisions are made by women."
WOMAN MOTORIST research and reader response indicates that the number of women making new
car decisions will continue to increase. Because no one can estimate or track the number
of women who buy a new car or truck under their husband's, dad's, brother's or male
friend's name and credit rating, ascertaining a truly accurate percentage of car sales to
women is impossible.
The verified statistics, however, are evidence that more and more women are braving the
unpleasant dealership experience to make this major purchase on their own. Their sheer
numbers and their demand for fair and honest treatment in the negotiations and servicing
of their vehicles is turning the tables on a long history of disrespect in the auto
selling industry.
Patronizing remarks and intimidation techniques still run rampant in dealerships, but
they don't have to ruin a good shopping excursion. With proper preparation and solid
knowledge of the car buying process, you can take and maintain control during the
dealership experience. If you prefer not to negotiate with a dealer, there are other
purchase options. Many dealerships offer no-haggle pricing with the firm cost of each
vehicle plainly displayed on the window. Or you might choose to have a car buying service
like Auto Advisor (1-800-326-1976) do the haggling for you or request Auto-by-Tel to find
a price at a member dealership in your region.
MORE
» |
