Men and women shop for cars differently. When it comes to purchasing a vehicle, there is a division in the minds of those who make decisions. Many people believe that vehicle maintenance and car buying are masculine activities. It’s not surprising that many automotive advertising messages target men. Did you know there are more women than men who drive on the roads? Globally, more women hold driving licenses than men. According to NBCUniversal, 60% of vehicle sales are made by women.
There are still car dealerships that treat women differently from men. Women report feeling ignored or patronized by car dealers. Women are also quoted prices that are $200 higher than what men pay on average. No wonder women feel treated unfairly when they visit a dealer.
Car dealers treat men and women differently. Dealers are often afraid to mention the gender of a customer because they believe it will make them appear less equal. But this is not always true. It is crucial to understand the differences in buying patterns between men and women and to use this knowledge to provide the best possible experience for your customers.
How men shop for cars
According to CBS News, there is a stereotype stating that women tend to make more emotional decisions than men. However, according to CBS News, men are more image-conscious and allow their emotions to influence their car purchases. Men are more likely to purchase a European luxury vehicle such as a BMW or Maserati. Men are more likely to inquire about manual transmissions, pickup trucks, and coupes. Numerous studies show that men are more confident than women when buying a car. Men are more likely to be interested in the interior layout, exterior style, and technological features of a vehicle. Do you have the right cars for your customers in stock?
Young men pay much higher rates than young women. Men and women above the age of 35 pay similar rates. Young men may get into more car accidents statistically than young women, and men tend to purchase more expensive cars.
Men are more likely to respond positively to words like “powerful,” ‘haul,’ and sharp. When you’re trying to attract male customers, consider using these words. Men are also interested in a smoother purchasing process. It is important to emphasize the ease of your dealership’s financing and purchasing process.
Women’s Automotive Purchase Patterns
According to a GfK study, women tend to prioritize durability, reliability, and safety when purchasing a car. Women prefer Toyota, Honda, or Nissan. Women are more likely than men to ask about minivans and hatchbacks.
A study conducted by AMP found that women are more likely than men to spend time researching and comparing products. They are more likely to be familiar with the features and vehicles they desire when they come into your dealership. Women cite the reputation of the dealership, the salesperson, and the best deal or price as the top reasons they choose a dealership. According to CDK Global’s Language of Closers study, women were more engaged with words such as “comfortable,” “handling,” or “trip.”
Women are also 50% more likely than men to read dealer reviews, meaning they will be more interested in your dealership’s reputation. Women are more likely than men to spread the word about your word-of-mouth (WOM) Marketing. This is because they will share their experience as customers with their family and friends. Do you manage your online review?
How to serve your customers better
Do not believe stereotypes. Use these differences to understand your clients better and provide them with a better service. Body language and emotion are interpreted differently by men and women. The majority of employees in car dealerships, 3 out of 4, are male. Your salespeople may not be aware of the messages that they send to female customers.
Most dealerships promote a specific car, its features, and its price. But your ads should be more than just about selling cars. Advertise your dealership’s trustworthiness and customer service. Your dealer branding is just as important as the vehicles on your lot.