Move over, men... Women power is coming to motor town
Women exercise over 80% of decision-making when it comes to privately owned cars in South Africa today, according to the latest research by www.cars4women.co.za, a site managed by women, for women – drivers, that is.
These statistics correlate with UK and US figures – our British and American counterparts also believe that women choose the cars in the family, both for themselves and for their husbands. The family car purchase often takes into account the woman's needs, and more and more single women are searching sites like www.cars4women.co.za to find that perfect car for their lifestyle.
Shouldn't salespeople in the motor trade then be paying more attention to both single and married women when they walk into the showroom? “What women want” should be the slogan of every dealership: we will be the ones giving the final yay or nay when it comes to taking out the cheque book or signing on the dotted line.
For years women have been complaining about poor treatment from salespeople. For example, the way in which they lock into conversation with the buyer's male companion and even offer him the test drive!
Women need to be treated as the serious buyers they are. It would help if there were more women-owned dealerships, and dealers employed more women to work on the showroom floor. This would go some way towards redressing the balance. But even then, some women may need to be trained to treat other women with the respect buying influence deserves.
Women are making informed choices, closing shrewd deals and are major contributors to vehicle sales in South Africa. Motor dealerships that realise this will be smiling all the way to the bank.
According to www.cars4women.co.za/, based on the inquiries they receive, the most popular vehicles are those in the under R100 000 bracket.
