Why Women, Directly or Not, Influence Car-Buying Decisions - Building Gender Balanced Business

• Studies show that women make 80 per cent of (personal) car purchase decisions in the United States.

• In the UK, research over the past two years says that 60 per cent of women are solely responsible or have significant influence on the purchase of a household vehicle. Most of these women visit the showroom.

• Even men who do not include a woman in the purchase decision are definitely influenced by women — or, rather, what they perceive will be a woman’s impression of what vehicle they buy.

• One set of men who do not usually consult women are car collectors.

• One critical consideration by women: interior space.

• Another is service and reliability, the main factors in brand loyalty, if there is any, among female customers.

• “Women are definitely not afraid of driving a hard bargain to bag themselves the best deals in showrooms – particularly when this comes to acquiring free upgrades!” writes a longtime U.K. salesman in Real Business.

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