AM Online

Women still avoid aftersales servicing

Dealer aftermarket operations need to find better ways to attract women customers, after a survey by Duckhams Oils revealed nearly half (46%) of all women rely on a male friend to make servicing arrangements for their car.

Women, who now account for 42% of new car buyers, continue to avoid dealers once the purchase is made, put-off by a lack of knowledge (64%), which leads to low confidence.

One-third (34%) lack sufficient confidence to ask about the work being carried out, and if they suspect they are paying too much, 60% will not tackle the dealer about it.

Vikki Adamson, Duckhams Oils brand manager, said: “Women drivers are becoming an increasingly influential part of the motoring market. A growing number are becoming more car literate and many are keen to increase their motoring knowledge. Dealerships are recognising this and are attempting to address the female market more directly.”

Dealers can help improve women's knowledge of car maintenance by offering open evenings.

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