posted 5 years ago

Women Intimidated By Car Buying Process

Over 50% of female motorists said they are more likely to be ripped-off by car dealers because they are women.

Over 50% of female motorists said they are more likely to be ripped-off by car dealers because they are women, according to a study commissioned by Quicks – one of the UK's leading vehicle retailers. The survey, which was conducted by Redshift Research, also revealed that 43% of respondents felt patronised by dealers and nearly one-third hated visiting them. Furthermore, of the one-thousand women interviewed, over 40% said they would not buy from a dealer unless accompanied by a male friend or male family member.

Head of Quicks Operations, Katie Martin, commented: 'We know from our own research that increasingly women make the decision on what car to buy in the household. It is clear that the majority of women don’t like the car buying experience and that many women feel they are treated differently by sales people, who seem to be trying to take advantage of them'.

Quicks has responded to these concerns and addressed the “negative aspects of traditional car buying”. Their aim was to make the experience more enjoyable for female motorists, so they looked to stores such as: Apple, M&S, and Starbucks for inspiration. So, the atmosphere is now relaxed. No hard-sell, customers simply 'call' for sales assistance via buzzers located within colour-coded zones. Orange for small cars, yellow for medium, etc. Quicks also provide mini-cinemas for kids, cafés, and a virtual store for online car browsing.