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Campaign launches for first 'female friendly' network of car dealers

The UK's first female friendly approved car dealer network to provide a choice of retailers "committed to making car shopping more enjoyable for women drivers" has been launched.

The Foxy Lady Drivers Club network operates from the Foxy Choice website (www.foxychoice.com).

Founder Steph Savill said: "Women influence some 80% of all car sales and, as expert family shoppers, we are good at comparing products, service levels and prices.

"We know what we want and if we don't get it it's easy to take our business elsewhere and tell our friends and family why.

"Most car showrooms still retain an overly masculine aura and I think it's time to address this alongside the needs and expectations of the gender of their future customers.”

To become 'Foxy Lady Approved', subscribing businesses have to agree to 'never overcharge, patronise or sell women services they don't need' and meet the scheme's ongoing compliance process.

Foxy looks for and promotes measurable quality standards such as Motor Codes schemes, customer service awards and individuals listed on the Institute of the Motor Industry Professional Register.

All used car dealers are required to provide a full MoT and a minimum six month warranty with the car purchased, but dealers are encouraged to offer more, such as a longer warranty, free breakdown or takeaway insurance.

And features such as female car sales staff, car reviews written by women, the option of a test drive with a female member of staff, dedicated evenings for women and recent female feedback are encouraged.

Savill said: "Car showrooms with male only staff are often missing out on a trick because many women, especially those shopping on their own, would likely choose a female thinking she may better understand their new car needs and perspective.

“I'd like to see more women getting excited about shopping for a new car. Instead of losing more female business to internet-based dealers we should be encouraging more women to shop locally by making the showroom experience more fun. If I'm going to spend £20,000 upwards next month I expect to be courted, feted and treated with respect not worried about being patronised or paying over the odds.”

The registered number of female car owners has increased by 72% since 1994 and will soon exceed the number of male drivers.

"Yet despite their wealth and financial independence, few women enjoy shopping for a new car and some even admit to taking a man with them for fear they'll be overcharged during the process.

"Being seen to get service levels right ahead of others is undoubtedly a sales opportunity for the best car dealers so when Foxy's network is promoted to women in September they'll be able to search for female friendly approved used car dealers and new car dealerships for the first time."

> Foxy website testimonials.



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Comments

  • PAMELA THEO - 19/08/2014 16:43

    THE WHOLE CONCEPT IS WRONG HEADED. WHAT IS "FOXY LADY" ALL ABOUT? WHAT ON EARTH DO YOU THINK THIS SAYS TO THE WORLD? WHERE DO WE SEE A COMPANY CALLED "SEXY MAN" OR "BALLSY GENT" ITS FLIPPANT AND SEXIST - COMPLETELY THE REVERSE OF WHAT INTELLIGENT WOMEN WANT. I THINK THIS IS EXPLOITING WOMEN AND HAVING BEEN A WOMAN DEALER PRINCIPLE FOR OVER 30 YEARS I THINK I AM IN A GOOD POSITION TO JUDGE. I AM ASHAMED THAT ANY WOMAN SHOULD THINK THIS WOULD ATTRACT FEMALE CUSTOMERS

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    • MrsC - 21/08/2014 12:45

      @PAMELA THEO - I completely agree Pamela, this conept is insulting and completeting missing the point. Excellent customer service creates loyalty regarless of sex, race, age etc...

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  • Ron - 19/08/2014 16:52

    As long as they can make the tea and keep the place tidy I am fine with it

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  • MrsG - 19/08/2014 18:31

    Thoroughly agree with Pamela - as a female who has likewise been involved in the car trade for 30 odd years this is patronising in the extreme - from the logo to the comment by Ron, (which it was always going to attract). Personally I would run a mile from any showroom using it. We are part of the "Buy with Confidence" scheme, a better attitude by far. I would expect ALL men and ALL women to be treated an EQUAL respect.....and Ladies if you don't get that from the garage you are going to - LEAVE! There are plenty who are keen to attract your business as adults

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  • MARCO - 23/08/2014 11:05

    This will line up alongside Gay friendly dealerships, child friendly, over 50s friendly, ethnic minority friendly etc etc
    How sad that because some dealerships have not embrased all customers and I suspect have archaic commision schemes that this idea has been initiated. I guess that all dealerships will claim to give this type of trasparent service anyway.

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