Female motorists alienated by dealers, says research

While it is a popularly touted fact that women are safer drivers than men, it is less common knowledge that women account for 45 per cent of motorists, influencing 80 per cent of car purchases, according to research.

Women can expect to find cheaper deals on car insurance then their male counterparts, allowing some car insurance providers to offer cheaper deals for women.

However, it seems that not all areas of the industry cater for the women drivers in their clientele. Female customers often reportedly experience feelings of alienation and poor customer service when visiting car dealers and retailers, according to research cited by EurotaxGlass.

Supplier of automotive business intelligence in the UK, EurotaxGlass, has commented that the situation needs to be addressed in order for manufacturers to ensure the needs of their female customers are recognised.

Market initiatives are being launched to focus on dealer training, and customer focus.

General Motors are cited by EurotaxGlass as a "leading light" in their initiatives.

Collette Dunkley, who chairs the Female Buyer Initiative at General Motors remarks, "It's absolutely fundamental that the industry gives women the attention they deserve. It's important to understand that women respond to different types of communication and they have quite different purchasing behaviour to men."

It may be a good time for female drivers to search around for better deals, as women's car insurance premiums have dropped in the last 12 months by an average of 8.2 per cent, according to moneysupermarket.com.




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