Pre recession, motor industry research claims that c£17m is lost by UK car dealerships every week when women drivers walk out of car showrooms.
Why do they do this and why is the industry not doing anything about this?
The reality is that there are so many subliminal reasons why, in an industry that is so used to demeaning women and is often totally oblivious to this at the very highest echelons.
For example…
It’s not just the fact that one of the leading trade magazines uses the innuendo of scantily clad dolly bird headlines and YouTube videos to tempt salesmen and mechanics to visit their website
… or the many topless model posters in garage workshops
… or the ghastly sex magazines women and children can still see on shelves in petrol stations
… or the bimbo-like eye candy that meets you at Motor exhibitions
… or the more upmarket (but equally patronising to women) fashion models draped across prestige car bonnets (because you’re worth it…).
Here is an example of what I am talking about and there are a lot more at AutoTrader’s website, titled their bonnet babe collection. See what I mean?
The reason why women feel so ill at ease in this industry and why men don’t understand is for all of these reasons and more.
It all spells a total lack of respect for females and it is costing the UK motor industry our trust and our business.
No wonder UK showrooms, car dealerships and garages are not perceived to be a female friendly places to either work in or visit.
No wonder online services are booming.
Of course there are massive exceptions to all this and I have met many gentlemen in the motor industry who are equally as appalled by all this as me. Those businesses listed at FOXY Choice and the new femalefriendlyapproved.com websites certainly agree and are on the right track for women customers.
But until the UK motor industry picks up on this extreme disrespect for women customers and does something about it at the very top of leading trade organisations like the SMMT and RMI then this disrespect will fester on and continue to affect sales from their biggest customer audience – female motorists – for new cars, used cars and garage services.
Mark my words, those businesses that go that extra mile to market themselves to women as female friendly, ahead of complacent competitors, will reap considerable competitive advantage in industries like the UK motor industry.
Talk to me soon guys – I’ll tell you how to do it!
FOXY Steph
