2014 US Women’s Car Buying Report: Reviews Show Very Positive Experiences for Women by Brand

Posted: January 22, 2014 by Anne Fleming, Car Buying Advocate

PITTSBURGH, PA – Last year, women purchased an estimated 27.5 million (1) vehicles – an impressive 75,000 units a day. Women-Drivers.com, the premier car dealer review site focusing on women consumers, has released a comprehensive 2014 US Women’s Car Buying and Dealership Report detailing the experiences women have shopping, buying, leasing and servicing their vehicles at car dealerships.

The research comes from over 2,900 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index© or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

“We are thrilled to publish this first-ever report. While women have felt under-served by the auto industry in the past, our data and analytics show that on the whole, women are having very positive experiences today at car dealerships. Not surprisingly, when studying the data by brand and certainly by dealership, distinct differences are revealed,” shared company President and Car Buying Advocate, Anne Fleming.

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about her dealership visit. Fleming continues “Almost 90% of the reviewers opt-in to the survey. To say we were surprised and delighted by this percentage is an understatement. The bottom line is that women are receptive and generous regarding sharing their experiences and visits at the dealership,” said Fleming.

The data collected by the company is used by manufacturers and dealerships to better understand, improve and shape the customer’s experience and engagement, as well as to take the guesswork out of marketing and selling to women.

Key Findings

When shopping for a vehicle, the average WSI was 4.25. The top five rated shopping brands by women are Ford, Jeep, Chevrolet, Mitsubishi and Mercedes-Benz
When purchasing a vehicle, the average WSI was 4.65. The top five rated purchasing brands by women are Mercedes-Benz, Dodge, Mitsubishi, Jeep and Lexus
When leasing (a subset of purchasing), the average WSI was 4.80
When servicing a vehicle, the average WSI was 4.38. The top five rated servicing brands by women are Mercedes-Benz, BMW, Lexus, Honda and Volkswagen
Women visit 2 dealerships prior to buying a car. Seventy-two percent of women who leave without purchasing, do not return to that dealership.
When shopping, 55% of women go to the dealerships by themselves. 76% of them would recommend their sales advisor.
When buying, 45% of women go the dealerships by themselves. 94% of them would recommend their sales advisor
Top reasons women don’t go to service department at original dealership:
1. Not satisfied with last visit
2. Didn’t like how she was treated
3. Inability to get issue resolved to her satisfaction
4. Cost of service
The top requested item by women who have to leave their car overnight for service? A car to drive home – typically a service reserved for luxury brands.

NOTE: Some brands are not represented in this report due to small sample size.

(1) 2013 CNW Research and NADA DATA

About Women‐Drivers.com – Women-Drivers.com is the premier women’s online rating and review service, connecting female auto shoppers to Certified Women-Drivers Friendly© Car Dealers. We encourage extraordinary commercial experiences and lasting relationships between these two groups. The Company provides innovative web‐based marketing solutions that build trust and transparency, resulting in greater sales and servicing from women. Follow us on Twitter @womendrivers.

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Communicate tangible value-adds in your advertising.

If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.

A confident, pleased buyer who writes a great review of her experience can influence countless other women to follow her lead.

Ask, track, and always respond to reviews.

Reviews are 3 times more influential than advertising when women buy a car.

Women want to read others’ experiences to help verify what dealerships to visit. Showcase these valuable testimonials on your home page or their own navigation section to build trust and credibility – don’t hide them in ‘About Us.’

One Size Does Not Fit All.

Step back and ask, who does your advertising really speak to?

Women are looking for connections with car dealerships.

Enhance your advertising by investing part of your ad dollars into what’s in it for her. Include dealer reviews and ‘Dealer of the Year’ awards. Remember to also sell your dealership, not only cars.

Never miss a simple action to upsell your store.

Offer a 3-minute tour, share about extended service center hours, mention that you offer overnight loaner cars, and give a free car wash coupon. Always look to surprise and delight.

Develop relationships with online guests.

Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.

76% of women rated their dealership’s website 3 out of 5 stars.

As the first point of engagement for customers, be sure your website represents your brand well, conveys trust, is welcoming, and contains educational content that adds value.

The #1 digital resource women use when buying a car is the dealership’s website.

Include images of women throughout your digital assets and online marketing campaigns.

It takes more than having a female spokesperson to market to women.

The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.

Make your dealerships a welcome destination for all customers.

Always greet your customer through active listening, use empathy and understanding, and taking an interest in what they need or want – even if it’s outside the car purchase.

Include informative, engaging content on your website.

It helps build trust and ensures guests get value from your brand.

Behavior Economics demands tracking when your customers fall off.

Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.

Measure and track the number of women leads and buyers each month.

You can’t grow what you don’t know.

Create the right conditions for the sale on the first visit.

Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.

Dealers need to shift the paradigm to effectively engage, market and optimize sales to women.

What is your Trust Dashboard with this market?

53% of millennial car buyers are women. Almost 4 in 10 women are the breadwinners in their family.

How is your current and future customer demographic represented in your front line team?

Crack the code by turning reviews into real-time data to make yours the go-to store.

Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.

Transform your messaging and make the showroom more customer-centric.

92% of reviewers choose to opt into a 25-question survey summarizing their visit. This unbiased data is available in predictive analytics WSI (R) Dealer Data reports chronicling what these buyers want and experience.

Game-Changing Predictive Analytics.

What women want at the dealership has predominantly been an absent dialog; those statistics and conversations have generally been national. Dealers now have access to their own proprietary data through our platform. This provides leaders at each business the ability to have honest insights allowing for predictive awareness of behaviors, preferences, and experiences.