This week’s Woman on Wheels is Lorraine Schultz, founder of the Women’s Automotive Association, International (WAAI).
Ms. Schultz started the organization to help the development of women as leaders in the automotive industry, and is currently the “ambassador at large” of AskPatty.com, a website devoted to given women a safe place to ask questions about cars - everything from how to fix problems, to how to approach car dealers.
According to her bio at AskPatty.com, Schultz began her automotive industry career with the acquisition of an interest in the Detroit Model Bureau, which supplied talent for various auto shows. She next became the executive director for the AutoLeather Guild of America, where she spent 19 years, traveling all over the world as part of her job.
In 1999, Ms. Schultz was instrumental in the return of the Automotive Hall of Fame Distinguished Service awards being presented to women, for the first time since 1945.
In addition to working with AskPatty.com, Ms. Schultz is the executive director for the WAAI, and a member of the Board of Directors of both the Automotive Hall of Fame and Ferris State University.
Blog discusses major marketing-to-women mistakes made by auto dealers
Marketing 2 Women News
AskPatty.com, the popular automotive website for women, recently conducted an online interview with Danny Mayer founder of LuxuryAutoBids.com. During the interview Mayer was asked what the biggest complaint was from women regarding shopping for and purchasing a car. His response: "If there has ever been a "biggest complaint" from women it would be that we either ignored or treated them as though they were not smart enough to understand how to buy a car and would be asked to return with their husband. How insulting that must be." Mayer cited a 1986 article that appeared in a major woman's magazine stating that 86 percent of all automobile purchase decisions were made by women. "The reasons were simple then and they still apply. She is buying the car for herself and she is single; or she is married and controls the household budget." When asked what the biggest mistake car dealerships make when marketing to or selling to women Mayer simply stated, "That is an easy question…thinking that she does not have the ability or intelligence to make a major purchase."
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Here's something I don't even want to think about (but you might): GM engineers in drag. Kate McLeod at AskPatty.com will tell you all about it.
With more and more users going online in search of quality content on automobiles, vehicle performance, model specs, crash-test ratings, classified info, car finance, auto insurance, etc., there has been a rise in traffic to the various automobile sites. According to Nielsen//NetRatings, the top auto sites are eBay Motors, Kelley Blue Book, Edmunds, AutoTrader and AOL Autos.
AskPatty is another site dedicated to women and provides advice on car purchases, maintenance and other automotive related topics.