Steph Savill, Foxy founder, hopes to have 100 dealers on board ahead of the consumer launch in October.
She expects the website to appeal to the 14 million women drivers in the UK, and will be “piggyback marketing” through the ladies’ drivers club, which has 10,000 members.
Listed businesses will pay between £5 and £15 a month.
Entries will list distance to shops, clean loos and the availability of women’s magazines and children’s entertainment.
Savill said these factors “may be the difference between meeting expectations or losing the customer to a competitor who promotes these features”.
A 20% introductory discount is being offered to BSI kitemark holders, ATA employers and OFT-approved businesses.
To be part of the website, all businesses have to sign a promise which states the intention to be a female-friendly business while never knowingly overcharging, patronising or selling customers services they do not need or want.
Savill said the independent website offered an opportunity for the best dealers and garages “to be seen as being the best”.
“Any manager signing up to the Foxy promise has got to think very hard as to how that applies to the business,” Savill added.
Foxy Choice reserves the right to remove a business that goes against the promise, though Savill said each case was subjective, and that it would take three strikes for that to happen in most circumstances.
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