More people than ever are buying and driving cars, and it is people who traditionally did not buy new cars that are now driving cars sales forward.
One of the biggest growth segments for car sales is women.
And at long last motor dealerships are starting to realise that the female coming through the showroom door is actually the decision maker and not some little woman waiting for the man in her life to tell her what to buy!
Women have become far more knowledgable when it comes to buying their wheels. Long gone are the days when the colour was the most important factor along with the vanity mirror and hook for hanging your bag on.
Now they have a firm list of what they want in a car - and that includes performance, fuel consumption, residual values and running costs.
And woe betide any salesman who starts to patronise her or she will walk straight out of the door and on to the next showroom.
The idea of motoring as a male preserve is now gone, and car manufacturers now market cars directly to women drivers. Indeed, some of the most common cars on Britain’s roads have become successful because of their popularity with women.
These include everything from superminis to sports cars and 4×4s, says Sue Robinson of the Retail Motor Industry Federation.
Robinson believes that prospective buyers will get a good deal when they go car-hunting.
The quality of modern cars, the purchasing deals like free insurance, zero per cent finance available from some manufacturers and very attractive prices all add up to a package to satisfy buyers across the spectrum of customer needs.
However, it is extremely important to use a reputable dealer for buying either a new or used car.”
When looking for a car, there are a number of things to look out for:
- A newly-registered car is sold with at least a full three-year manufacturer warranty. But do read the small print. On used vehicles it is the dealer or a third party provider who supplies the warranty, probably between three and 12 months depending on the age and general condition of the car.
- When comparing deals use the on-the-road price which manufacturers now advertise. This is made up of the basic ex-works price, value added tax (VAT), number plate, delivery charges, and road fund licence, and first registration fee.
Motorists should also consider the following check-list about what they want from their vehicle before and after purchase to make sure they have not overlooked the obvious:
- Will you be carrying goods or people or both?
- Diesel, petrol, or alternative fuel?
- Do you make long or short journeys?
- Do you have children?
- Automatic or manual?
- Small engine for economy or larger engine for power?
- Two, three, four or five door?
- Saloon, coupé, sports, estate, roadster, SUV (sports utility vehicle) or MPV (multi-purpose vehicle)?
- Are you worried about depreciation values?
According to Robinson, customisation is everything when it comes to cars: “Don’t forget to look into the extras available with the vehicle you favour. Many popular choices include:
- Multi CD changer
- MP3 player
- Air conditioning
- Leather interior
- Alloy wheels
- sunroof
- Satellite navigation
- Mobile phone hands-free
- Bluetooth capability
So what are the most popular choices for women? That all depends on needs and budget.
But in showrooms today for those in the market for something reasonably priced and sporty it is the Mazda MX-5. Either in roadster or coupe form this very attractive car is a big hit.
Renault’s Clio is highly desirable and I suspect part of that is to do with design and marketing! What woman can’t relate to the adverts relating the car’s rear end to that of a woman’s derriere?
The MINI is still an icon and much loved by young free and single females and those in middle age and older, wanting to relive their youth.
It is a fact that many women do feel intimated when driving on our roads - and that’s mainly by aggressive male drivers.
For them to feel safe, especially, when carrying children around, a larger estate or 4×4 (I know, the scourge of the carbon footprint) is the vehicle of choice.
Tops in the estate stakes are the Volvos - long synonymous with safety and reliability. While on the 4×4 front any Land Rover will do.
By Sharon Walters
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