The majority of these buyers continue to use dealerships as the main source of information when purchasing a car, with both younger and older women reporting that the overall experience of visiting a showroom was a positive one. Surprisingly, females did not believe the service they received was any different to that of male buyers.
“Our findings show nearly as many women are buying cars as men. So manufacturers and dealers ignore their views at their peril,” said Christopher Macgowan, chief executive of the SMMT. “The industry probably needs to work on explaining technological progress to more mature drivers, both in terms of safety and environmental technologies.”
When it comes to deal breaking factors, price is the most important for female buyers, followed by brand, style and appearance.
Safety was cited as a less important factor, the main reason being that women assume that new cars are generally safe.
Environmental features were also seen as less important, with older women reporting a “slight fear” of electric and hybrid cars.
“We need to continue to work with government to raise ‘environment’ up the agenda for all car buyers,” said Macgowan.