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Putting women in the driving seat

At a time when women are influencing the majority of car purchase decisions, the female market remains a mystery for many dealers.

Gloveboxcars is setting out to change this. A spokesperson told AM: “Typically the automotive industry targets females by making things pink and fluffy. This is usually the result of men sitting down thinking about what women might like.”

Director Sarah Bennett says: “If women receive the kind of service that meets or exceeds their expectations, they’ll become a loyal customer and prove a great source of referrals.”

The website puts users in contact with a dealership in the area where at least one member of staff has undergone Gloveboxcars training.

“This way the service you get on the web will be mirrored at the dealership,” says the spokesperson.

The company has not yet decided how much the service will cost dealers.

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