posted 9 years ago

Women put off by car showrooms

Women drivers feel 'intimidated by car showrooms'

Many women drivers have walked out of dealership showrooms because they are intimidated by the atmosphere, research by a car insurance provider has found.

Research by Sheilas' Wheels has highlighted that 44 per cent of women drivers have left a showroom feeling uneasy, while 20 per cent have backed out of a purchase because of offensive comments made by a salesperson.

Well over half (58 per cent) of women drivers described car showrooms as a "very male dominated" environment, and Jacky Brown, spokesperson for the car insurance provider, commented: "Our research shows that Britain's car industry is not meeting the needs of the modern-day female driver.

"It's stuck in the dark ages and is missing out by not grasping the female market with both hands."

Another survey by the company found, more worryingly, as many as 30 per cent of women drivers admit to having driven their car for as long as a month, knowing it needs servicing, rather than take it in to the garage, with almost half saying visiting a garage is an ordeal they would rather avoid.