Joining me and the many bloggers at the Detroit Auto Show this week was Julie March of www.coolmompicks.com.
This was Julie's first experience at an auto show, and I was interested
in her background and just listening to her pure and non-jaded view on
the Detroit Auto Show and the automotive industry as it related to
women car buyers in general.
Julie is a hip young mom living in
Colorado who met her husband serving in the armed forces where she
served as a communications officer. She is a native of Ohio and moved
around the country quite a bit including a stint living in New York
City before settling down in Parker, Colorado. Julie is now a full-time
Mom with her husband and two kids. Julie blogs for Cool Mom Picks a
site that features slightly edgy reviews on mom related products.
Julie loves driving her Chrysler Pacifica and really wouldn't change
vehicles based on her review of the vehicles she perused so far during
the show. However, in another life some of the sports cars like the
Saturn Sky would be fun to drive , as she "reminisced" about a Mazda Miata love affair she once had.
Julie's Detroit Auto Show 2007 top picks in each category, plus a concept vehicle pick:
Mid-size
- absolutely the Malibu. As much as I like the Saturn Aura, I have to
admit that the uniqueness of the Malibu is really attractive. So much
bling, inside and out, without compromising safety or other practical
features. And the price for the whole package is amazing.
SUV
- the 2008 Saturn VUE. I'm fickle about cars. If the exterior design
doesn't attract me, I don't even want to hear about crash tests and low
MSRP's. The design of the VUE in previous years simply didn't look
good to me, but the new one is right up my alley.
Minivan - the
Chrysler Town and Country. I'm still not about to buy a minivan, and
I'd love to see the "mommyvan" stereotype vanish, but I have to admit
that this vehicle is really cool. The table in the back and the
swiveling captain's chairs make me want to be a kid again.
Concept - the Volvo XC60. I dream about getting a Volvo someday, and
this concept car is more fodder for my cool mom dreams. The center
console and instrument panel are incredibly sleek and modern, but
absolutely within reach of the near future.
Be sure to read her recent post on her personal blog Goosie, Mousie, Daddy and Me at http://www.mothergoosemouse.com, as it really sums it all up for her about her experience at the Detroit Auto Show.
"The
car industry can be likened to the military in that it’s dominated by
men, and that what few women you find may or may not be friendly. You
can be seen by men as an impostor, and by women as a unwelcome
competitor for attention and respect.
While in many ways it was
apparent that men had a primary role in the design and execution of
this show - the stark lighting aged me by at least ten years - I was
pleased to meet a wide range of women who are passionate about their
various roles in the industry and who cater to the long-overlooked
female consumer in this market.
I’ll be honest: I like cars, but
I hate going to car dealerships. I feel as if I’m prey, no matter how
well I’ve educated myself. And I resent the fact that I have to remain
on my guard with salespeople, when I should be able to tap into their
expertise and trust their guidance.
This morning, GM revealed
the new Chevy Malibu. It’s a beautiful car, with details inside and
out that will appeal to women, and I’ll write more about it very soon
on Cool Mom Picks. But when I spoke to Chevrolet’s Marketing Director,
Cheryl Catton, I asked how dealers would be educated to guide women and
families to GM’s latest offering.
Many of us make the assumption
that once Baby #2 is on the way, we need a minivan or an SUV. We
believe that sedans can’t accommodate the car seats, especially the
rear-facing ones. And in the spirit of educating ourselves, we walk
into a dealership dead-set on buying a minivan or an SUV, steeling
ourselves against attempts to re-direct our attention.
Meanwhile,
even if we were willing to listen to the salespeople, it’s not in their
best interest to steer us away from the bigger, more expensive
vehicles. The Malibu has an impressively economical price tag. Why
would a salesperson voluntarily surrender hundreds of dollars out of
their commission in an effort to do right by us - or at least to be
sure that we’re aware of all the options available before making a
decision?
Therefore, it seems to me that the marketing has to
start well before women get to the dealership, including some means of
breaking down the minivan/SUV stereotype to which we subject ourselves.
I
hope that GM’s marketing efforts will be geared toward women with
families - moms whose practicality is tempered by a desire for style -
and show the Malibu with car seats installed, kids climbing in and out,
groceries being unloaded, and other aspects of our daily grind. And I
hope that women will watch and realize that even if the Malibu isn’t
the car for them, they aren’t necessarily bound to minivans and SUVs.
Because, let’s face it ladies - we’re all about the options". Julie Marsh
Be sure to read the comments to her blog post here.
Julie
personal blog is blog Goosie, Mousie, Daddy and Me at
http://www.mothergoosemouse.com or you can find her writing on
www.coolmompicks.com
Jody DeVere
President
Ask Patty.com, Inc.
