The Truth About Women And Car Buying

Women buy more than 65% of all new vehicles, and even if they're not the ones signing the check, they are a decisive influence in 93% of all vehicle purchases, according to Road And Travel Magazine's market research.

Car makers are aware of this and are targeting women in their advertising and marketing campaigns. Ladies are now leading the design team of family vehicles like the 2007 Nissan Quest. However, dealerships and car salesmen don't seem to get it.

Despite the impressive car buying statistics and increasing role of women in the automotive industry, a study by the University of California's Haas School of Business, the Yale School of Management and J.D. Powers and Associates found that female car buyers pay an average of 0.2% more on their cars.

A possible explanation is that women tend to research less and buy more. According to a Consumer Reports survey, 69% of women use a variety of sources to research before buying a car, compared to 86% of men. Women also seem to be shy about negotiating the price, with 68% of women talking numbers with the dealer, as opposed to 76% of men.

However, this also tells us that car buying remains an uncomfortable experience for a vast majority of women who are taken advantage of, talked down to or underestimated at car dealerships every day.

The answer to this problem is literally staring you right in the face: the Internet! Researching, comparing prices and dealing with salesmen is much easier on the Web. Start by researching the type of car you want and then request a free price quote from dealers in your area. Once you know what car you want to buy, have a mechanic inspect it and then you'll be on your way, with a new car!

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