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Today TMJ Channel4 Features Ask Patty and Penske Toyota

Published Apr 5th 2007, 10:22pm by Jody DeVere in Pressroom Articles

You Can Buy a Car 

Susan Kim

See VIDEO here.

Women, listen up! You can buy a car. You can get the great deal your husband or buddy would get too.

Have you ever gone car-shopping and been talked down to? Or had a tough time haggling? Now, more car dealerships are becoming female-friendly. Because when it comes to car buying, women are in the drivers' seat, says Jody Devere, President of

"Women represent more than 50% of all new car buyers in the us. Women also influence 85% of all automotive purchases," Jody told us.

But according to a recent study, women tend to be quoted *higher* prices than men! And when it comes to negotiating the deal... Many women say they're uncomfortable. Women like Cristy Gonzalez, who had a terrible experience.

"There was a guy. He didn't even introduce himself. And he was like boom, boom boom," she remembered.

Car dealership fleet manager Linh Lam agreed, sometimes it's not a sales pitch aimed at women. "The car industry; it's more a male-generated business. We just need a little bit of help."

Dealership manager Linh Lam had his staff take a course that teaches car salesmen how to deal with female buyers.

"I really believe the automotive industry is waking up to the fact of the tremendous purchasing power of the woman consumer," says Devere, who created the course. The classes train salespeople how to work with women both onsite, and online.
After taking the class, the dealership is certified "female-friendly."

Devere said it's been a big hit. "They are interested and ready to really address the needs of women consumers."

Devere also said women want to have their questions answered, and *not* to be pressured into the sale. Many dealerships are also hiring more female salespeople. That's something Cristy Gonzalez can relate to. "I would relate better to a saleswoman than a guy."

Gonzalez' sister recently bought a car at a female-friendly certified dealership, and told Cristy it was a great experience. So that's the route Cristy's going next time.

And one thing to remember-- it's not entirely up to the salespeople. Prospective car buyers need to do their homework. Get a ballpark figure, how much the car will cost.

Another suggestion from the experts-- see the car in person, and then price it online.

Read article here.



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