Survey debunks myths about female car buyers
No matter how hard you try, it’s difficult to escape the common stereotype that a significant number of women still find themselves intimidated by the car-buying experience.
That’s why, according to conventional wisdom, they bring along a male companion. Perpetuating this myth are horror stories about poor treatment from the salesman, or that a lack of mechanical or financial knowledge can hurt the chances of getting a good deal.
But the truth of the matter is that women rate their purchase experience highly — 87 per cent reporting they found it an extremely, very or somewhat positive experience. That’s the word from a survey undertaken by Automotive Retailing Today (ART), a U.S. coalition of automakers and dealer organizations.
The recent study included 932 new car buyers, 108 shoppers, 694 non-shoppers and 101 professionals involved in automotive media. It certainly seems to blow holes in the popular theory that gender makes a difference in the vehicle-buying process.
It’s a misconception that most women bring their spouses or partners to dealer showrooms out of apprehension or lack of confidence, according the study’s findings. The reason he’s there is a lifestyle issue.
Thirty-nine per cent reported the man was their spouse or significant other. Fifteen per cent said he is more knowledgeable about cars.
Sharing the decision-making was a factor indicated by 13 per cent of respondents while eight per cent revealed they shop/do things together.
Fewer than one in 10 women who brought a man with them said they did so out of discomfort with the dealership process.
The conclusion seems to be that women tend to hear horror stories from female friends about their car-buying adventures, whereas men are more likely to brag about the great deal they got —whether it was or not.