Archive for the ‘women drivers’ Category

Two stressful motoring stories

Monday, March 8th, 2010

We heard of two stressful motoring stories involving women drivers this weekend.

The first is about a once tidy looking car which has been parked alongside the High Street in a Sussex village for a while and has been the subject of malicious vandalism. The owner doesn’t know who but the car has been dented, tyres damaged and paint stripper applied to devastating effect. Nobody has seen anything of course.

The car is a P reg Ford so she has scrappage options if she’s quick but she isn’t really in the market for a new car. And the tax runs out next month so it’s decision time and a distressed sale price likely…

The second story is the result of a car accident. The Renault Clio in question is shared by two young sisters in Surrey. One had a minor but expensive ‘bump’ and the girls now need a replacement car and a good deal for the sad looking Clio.

In cases like these, the whole family is affected, providing alternative transport, helping deal with tricky insurance claims and providing an occasional shoulder to cry on.

We can now do our bit to ease the load.

FOXY Steph

Find out how FOXY Lady Drivers Club can support women drivers with female friendly motoring advice and information at stressful times

Are you taking care of your car?

Saturday, March 6th, 2010

More than five million motorists are driving dangerous cars says breakdown recovery organisation Britannia Rescue. In a recent survey it found that the most common faults were worn tyres, defective brakes and faulty exhaust pipes.

This is worrying because worn tyres and faulty brakes can cause serious accidents and could lead to the car’s owner being held responsible for any damage or injuries caused.

Amazingly some 20% of drivers had known about the fault on their vehicle for more than six months but not bothered to do anything about it.

One in three said they could not afford to fix the problem whereas one in 10 said they did not have time to get their car repaired.

Try that as an excuse in law after an accident where someone was injured or killed.

Some 5% of vehicles in need of repair, says Britannia Rescue, had broken or missing wing mirrors, while about the same number had broken head or tail lights.

We find that some women drivers are so busy with family, domestic and job commitments that their car often loses out in terms of its regular care.

And the recent vehicle recalls by so many manufacturers, not just Toyota, tell us that nearly new cars are as likely as older ones to have serious safety issues so we need to remember to have our cars checked, maintained and serviced regularly to be sure they are safe.

Even those of us that do check our own car tyres, oil and water levels can miss important safety matters because we don’t know what else to look out for.

I’d worry that a dangerous car I owned might cause a serious accident that could kill or seriously injure my passengers, pedestrians or the occupants of other cars. Never mind the metal.

And increasingly we read that owners of poorly maintained cars have their insurance cover withdrawn when it can be proven that an accident was caused because the car owner had not carried out regular maintenance or had it serviced often enough.

I wouldn’t want to have that on my conscience for want of making an occasional hour to pop into my local garage for a free car check…

FOXY Steph

Find out how women drivers can save money on everyday motoring bills and enjoy free seasonal car checks.

Find out how to choose a good and female friendly local garage.

Motoring advice for pregnant women drivers

Thursday, March 4th, 2010

Pregnant women drivers are offered this motoring advice from the IAM (Institute of Advanced Motorists) so they can drive safely and comfortably.

Thinking they are protecting their unborn child many motoring mums to be wear their seatbelt across the centre of their bump which is not, apparently, the right thing to do.

According to the IAM and the Royal College of Obstetricians and Gynaecologists (RCOG) motoring mums should

  • Wear the lap strap below your bump, as low as possible, from hip-bone to hip-bone
  • Keep the diagonal strap between your breasts, moving the strap around the side of your bump
  • Adjust the fit to be as snug as comfortably possible
  • You can push the seat back, as long as you adjust your mirrors accordingly and can reach the brake, accelerator and clutch. NB:You can buy pedal extenders for this purpose. Being an extra three inches away from the steering wheel makes a lot of difference in an accident.

Professor Sir Sabaratnam Arulkumaran, President of the Royal College of Obstetricians and Gynaecologists (RCOG), said “Correct use of seatbelts by pregnant women is important, as incorrect use can cause harm to the fetus and fail to protect the woman in the case of an accident. Pregnant women should use three-point seatbelts above and below the bump, not over it.”

Women drivers can find out about motoring safety advice from FOXY Lady Drivers Club.

Motoring mums concerned about the competence of the garages in their area can find out more from the Good Garage Guide before singling out female friendly garages and dealerships from FOXY Choice.

FOXY Steph

Tales of car accidents in reverse

Friday, February 26th, 2010

Much as the stories about women drivers being unable to read maps disappeared with the arrival of satnav systems hopefully the tales of our not being able to park will fade away with the arrival of parking sensors…

Not that I accept that we are any worse than men at doing either by the way but these (usually male driven) perceptions give women drivers a bad name and being peace makers by nature, we are more likely to accept blame for things we aren’t always responsible for… knowing that many men feel the need to believe/convince us that they are the better drivers

Parking sensors make sense to me (and I must say that it isn’t just women drivers who need these in our household…) because…

  • Repairing a scuffed bumper costs £460 on average
  • Bumps and scratches can reduce your car’s value by £00s
  • 37% of all accidents are caused whilst reversing
  • The majority of minor car repairs are likely to come out of your insurance excess

Well worth checking that your new car has these and to find out how much parking sensors cost to be fitted to used cars.

If you live near Peebles or Galashiels, female friendly Ford car dealership David Harrison lists costs from £270 on their website.

And female friendly Inchcape Ford car dealerships in Farnborough, Guildford, Wokingham and Guildford are advertising these from £234…

Needless to say you’ll also find some great new and used Ford car deals at both locations.

FOXY Steph

PS To check out female friendly garages and dealerships near you, use the FOXY Choice search finder on the home page…

Female car sales opportunities lost

Wednesday, February 24th, 2010

An interesting sales survey in the motor industry confirms that franchised car dealers are not maximising their new car sales opportunities due to their lethargy in dealing with online enquiries.

Lethargy, apathy or a lack of online sales experience one wonders?

Sales business Optilead believes dealers are lagging behind the likes of travel and financial businesses who now know how to use the internet to their advantage.

To be sure, they carried out a survey based on mystery shopping via the internet at dealerships, contacting them via their website or by email to organise a test drive.

Most of us know that a test drive request suggests a customer is ready to buy and gives a salesman a very strong opportunity to sell that car…

Out of the dealers that Optilead contacted (no mention of survey size by the way) c25% called back within 24 hours, about half took between one and three days to call and the rest made no contact at all. That’s dreadful, especially when every sale counts in a recession…

Bearing in mind that some 80% of new car buyers do their homework online, and that women influence the majority of all car purchases, this is tantamount to dealers giving the driving wheel to a back seat driver who may then choose to go and buy from an online car retailer they don’t know to avoid the dealership experience altogether.

If the car buyer is female chances are she’ll be even more likely to buy online than her male counterpart to avoid being patronised and/or overcharged if she’s on her own.

This mightn’t be the case in some  dealerships but it is the perception of many women drivers and those that are not seen to be female friendly and efficient will steadily lose her custom as others strengthen their internet act and sales pull.

FOXY Steph

Find out more about how female friendly car dealerships can win more female business at FOXY Choice website.

How to sell cars and garage services to women

Monday, February 22nd, 2010

FOXY provides marketing services to help garages and dealerships become [and be seen as] more female friendly and my specialist subject is marketing to women so I do have a vested interest in this subject…

Why bother making the industry more female friendly I can hear you ask? That’s the easy part! Because on a global scale women control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years. And even more impressive – women represent a growth market bigger than China and India combined – more than twice as big to be precise. So you need to be there in her mind to get your share.

To be more female friendly, first and foremost, the retail motor industry MUST employ more females in all areas and levels of the business. At present some 20% of the retail industry are females and I read recently that c10% of females are in management jobs (which was higher than I had imagined…).

That’s pathetic of course but knowing that you must employ more women, how do you address the perceived chasm that the industry is not a female friendly employer alongside the self-perpetuating machismo that drives service levels and communications towards men. An example of this is where manufacturers focus on the performance of cars rather than their usefulness and when aftersales staff use unnecessary jargon and cause the female fog factor; in my experience this is common when it comes to car engines…

Yes, to employ a female she should be the best candidate for the job (as opposed to the only gender prepared to do it for so little?) so not anyone will do. If it is a business’s first female employee they may have to rethink their recruitment and employment policy too as well as staff amenities.

In many ways small garages are easier to make female friendly, especially when the often family owned business includes the wife, Mum, daughter or partner who gets involved on a daily basis. She makes it female friendly at customer level because she knows what women want and fear most.

The tricky cultural issue is more often in dealerships where the Dealer Principal is more likely to be a man and supported by male managers in the aftersales and car sales business units. Even if they wanted to employ females, few can work out how to do this or where to recruit them without falling foul of the equal opportunities lobby. Nor do many women read automotive job vacancies because they perceive this to be an unfriendly business to work in. So the male recruitment level is self-perpetuating and fulfilling…

There is a massive job to be done to encourage employers to recruit women and women to realise that their feminine talents can be used to add serious value to the balance sheet in future.

I have written the word ‘talents’ above and I can almost hear some males sniggering at this whilst they imagine the sort of feminine talents that are first to their mind ie we are not talking brains here. Having visited smart dealership and less smart garage workshops I know that both environments are equally as likely to have topless calendars and posters on show. I find them extremely demeaning and imagine I am not alone here.  If that is the business culture that is allowed in the workplace, no wonder female staff and customers alike would feel ill at ease and may well sense being patronised or treated as sex objects when they go to buy a car or garage services.

So what’s to be done, assuming the UK market finally gets its act together before we all go online and cut out the middle men.

Why not have a look at a new female friendly approved scheme including consultancy services, training and accreditation at femalefriendlyapproved.com.

And to find out about a unique range of female friendly marketing services for UK garages and dealerships, there’s always FOXY Choice providing you can meet the FOXY Promise© in real life.

FOXY Steph

What is a fair price for garage services?

Thursday, February 11th, 2010

With average garage labour rates varying between £90 an hour for a dealership and £56 for an independent garage in the UK it’s hard to know if you are paying more than you need to when there are so many other factors to consider.

Of course we all judge value for money based on our needs, expectations and satisfaction levels which is why FOXY Choice publishes a Good Garage Guide to help women with their MOT and car servicing shopping – this website identifies measurable quality standards as well as good female friendly car dealerships and independent garages.

From my experience I know that many female motorists choose where to have their car serviced on the basis of convenience factors like the location of the garage and whether it offers a car collection service. Increasingly women drivers are sharing female feedback online within FOXY Lady Drivers Club so I know that the following motoring myths continue for many, despite trade efforts to put the record straight…

Some women will happily pay more to have their car serviced by a dealership thinking they need to, to maintain a warranty or that a dealership stamp in the car’s handbook will guarantee a higher resale value.

Other women are more cost conscious and tend to shop around for the lowest price for MOTs, tyres and car servicing deals, thinking that all garages are much the same as each other.

The truth is that whilst dealership rates are undoubtedly dropping and represent much better value for money nowadays, many motorists can have their nearly new car serviced at a good independent garage for less money and within the terms of their warranty.  But it isn’t true to say that a dealership stamp will guarantee a better price when it’s time to sell – what matters most is that the car has been serviced regularly and to the manufacturer’s standards.

More worrying from a female point of view is that if you shop around for the lowest price going or choose a garage you don’t know anything about you could be risking your personal safety and that of your family and other motorists. This is an industry where garages aren’t licensed, where mechanics don’t have to be qualified and where complaint levels are high.

And very often we hear stories about the lowest price escalating because the garage doesn’t have the latest equipment to diagnose the fault correctly; you then end up paying more for the mechanic’s labour to see if he can find the fault instead.

To illustrate the differences in perceived ‘value for money’ a good example is the price that a BMW driver would pay in a dealership versus a good independent garage, for a simple job like an oil change or a typical car safety check.

In its recent advertising campaign the manufacturer states ‘Think we’re expensive? Think again.’ listing the following BMW Value Service prices for participating franchised dealerships to change the engine oil, front brake pads and carry out safety checks for BMW 3 series (E46) 4 cylinder models.

£115 Oil Service (includes microfilter)

£99 Front brake pads (includes sensor replacement)

£189 Inspection 1 (includes oil service and safety checks)

Clearly these prices have been reduced so they represent better value for money than they did but £115 still sounds a lot to pay for a simple oil change, no matter the use of the word ’service’. And if BMW’s Inspection 1 costs £189 for an oil change and safety checks then their safety checks must cost £74…

But are these prices fair enough for an up-market dealership experience, with all that entails for the executive BMW driver?  That’s up to you, your car and your budget, dear reader ;-) .

The alternative solution to a franchised dealership is a measurably good independent garage who uses genuine BMW parts, BMW specified lubricants, accredited technicians and who carries out work in accordance with BMW’s specifications.

Starting with a female friendly Bosch Car Service garage in Scotland who operates to a fully approved OFT Code of Practice, Falkland Performance Centre in Glenrothes would charge the following prices:

£80.15 Oil Service saving £34.85

£147.70 Inspection 1 saving £41.30

But when it comes to the front brake pads, Falkland’s business owner Allan Adam calculates £111.35 which is £12.35 more than a BMW dealership because they always strip and clean the brake calipers prior to fitting brake pads which BMW does not specify.

Another leading and similarly female friendly independent garage, Woodley Autos near Reading in Berkshire (where labour rates are higher than in Scotland) who is ISO 9001 approved would also save local BMW motorists money for the equivalent oil change and safety checks as follows…

£86.26 Oil Service saving £28.74

£93.08 Front Brake Pads saving £5.92

£139.43 Inspection 1 saving £49.57

So in a nutshell it is possible to save money by shopping around and if these savings can be made for low cost garage services then there is much more to be saved by shopping around for the likes of full and major car services, comparing car collection and courtesy cars, other services & amenities and whether the business is near shops, a leisure centre or other entertainment to occupy the driver who chooses to wait.

But the most important factor on all occasions is surely to identify the best value for money, seen through the eye of the beholder, taking into account minimum quality standards, the latest diagnostic equipment, service levels and amenities to suit. This matters because, at best, motorists might be overcharged, patronised or sold services they do not need. At worst, the job might not have been done properly and they could be risking their personal safety and that of other motorists.

To find out more about this big subject, female and male motorists alike, please read FOXY Choice’s Good Garage Guide and search for measurably good and female friendly UK garages and dealerships.

FOXY Steph

PS: A cheap garage isn’t worth the risk if they cut corners to save them money…

Foxy Ford offers special Spring car discounts

Wednesday, February 10th, 2010

Whilst Toyota is taking one day at a time to cope with major quality and image problems, Ford is quick to present its special Spring car discounts of up to £5,000 for new car sales including many sporty Zetec models – many of these offers are bound to attract women drivers and their families.

Surely this is Ford’s opportunity to move back into the Number One position – it’s a known brand, these are good deals and anyone selling a Toyota might be tempted to change brands as things stand…

The following prices are for new car orders confirmed by March 31, bought via a participating Ford dealer,  registered by June 30 and subject to taking out a Ford Options deal (which may be worth taking even if you don’t need the finance).  Other sales offers in 2010 still stand, subject to terms and conditions and similarly guaranteed to the end of June.

The underlying message from Ford is clear – tell us what you want and we’ll be flexible. More flexible in March because the scrappage scheme* has been extended until the 31st but still flexible until the end of June.

NEW FORD PRICES (guidelines at least)

Model Spring Value Price Ford List Price
Ka Studio £7,995 £9,395
Ka Zetec £9,295 £10,895
Fiesta Zetec £11,495 £13,580
Fusion Zetec £11,495 £14,295
Focus Zetec £13,495 £18,280
C-MAX Zetec £14,795 £18,432
Kuga Titanium £20,995 £23,540
Mondeo Zetec £16,995 £20,526
S-MAX Zetec £18,495 £22,466
Galaxy Zetec £21,495 £26,145

*The scrappage discount of £2,000 also applies to these prices other than the Ka where the additional scrappage discount is reduced to £700.

If you are looking for a female friendly Ford car dealership in Bracknell, Farnborough, Guildford or Wokingham visit FOXY Choice subscriber Inchcape Ford.

If you are looking for a female friendly Ford car dealership in Southampton visit FOXY Choice subscriber Hendy group.

If you are looking for a female friendly Ford car dealership in Cambridge visit FOXY Choice subscriber Marshall Ford.

If you are looking for a female friendly Ford car dealership in Scottish Border towns Peebles and Galashiels visit David Harrison.

Do women drivers need female friendly car parks?

Monday, February 1st, 2010

At first I thought this was a joke from Nationwide Autocentres in their latest newsletter but it isn’t.

According to car sales giant Motorpoint who decided to ask, 77% of those they sampled thought women needed their own shopping car parks in the UK (not sure if the respondents were all male :-) , female or some of each…).

This survey was fuelled by tales of a stylish and female friendly car park reserved for women drivers in a shopping centre in Hebei in China. And apparently there have been similar female friendly marketing to women initiatives in Japan and Russia.

But it’s still rare in the UK and I sense a deep seated male resistance here to associate all this marketing to women as being sexist. On the other hand, many women (me included) object big time to being marketed to as being frilly or empty-headed a la ‘colour it pink’ marketing tactics we so often see.

Whatever the shopping occasion, women want to have all the information to hand, female feedback ideally, to make the right choice. Then it’s up to them. A good example of this is the female friendly FOXY Choice garage website where women drivers can do their buying homework in FOXY’s Good Garage Guide and then check out which local garages, fastfits and dealerships have agreed to ‘never overcharge, patronise or sell women services they don’t want.’

It’s full of information that isn’t online elsewhere and very soon it will include the female feedback women like – the sort of thing that savvy women want to read for their peace of mind, before getting their credit card out…

Of course if more male business owners knew as much about the workings of the female brain as they do about gadgets, computers and car mechanics (try The Female Brain by Louann Brizendine for some OMG eye-opening facts) more of them would understand how women think and react and (might) try harder to get it right for her in future.

If China is prepared to invest in getting it right for female consumers, why not the UK?

FOXY Steph

Being a woman is a terribly difficult task, since it consists principally in dealing with men.
Joseph Conrad

Secondhand rose car buyers

Sunday, January 31st, 2010

If you can’t afford a new car, with or without a scrappage, swappage or part exchange deal then it’s a used car for you, especially in a recession when money is tight. And very often that is the foxy thing to do regardless your budget, providing you choose the right model, a well looked after car and get a fair price. Less depreciation certainly.

Sadly many don’t get the new car buying process right and in 2009 HM Government’s Consumer Direct received 50,790 complaints about second-hand cars bought from independent dealers, up by 8% on the previous year and well over double the number of complaints about TVs and mobile phones.

Knowing that at least half of those buying a new car are likely to be women drivers, it is fair to imagine that a higher percentage of them will be buying and driving used cars than men. I say this based on speaking to many members of FOXY Lady Drivers Club where the typical family has children and two cars with Dad more likely to be covering motorway miles in the newer car and Mum more likely to be running the older car and doing local mileage with children on board.

And of course many secondhand cars are bought from private individuals who may or may not be known to the buyer. It is only when things go wrong (private sales are not recorded in the Consumer Direct 50,000 complaints remember) that the driver learns that they have no protection in law…

Yet as few as 20% of all HPI car checks are carried out by women drivers which means (I am guessing here) that they are more likely to have subsequet problems and be the complainants (or the affected drivers at least) about Arthur Daley-like practices in today’s secondhand car sales industry.

The Consumer Direct survey information is used by the Office of Fair Trading, Trading Standards and other enforcement bodies so it’s good news that the OFT has finally launched a report into this selling scandal and will tell us what they find in May this year…

I did email them to see if they wanted my feedback but they didn’t reply ;-(. This is what I would have said, if invited…

  • Poorly maintained, badly serviced and shoddily repaired cars are potentially dangerous so those who sell them should be named, shamed and fined heavily.
  • Based on my anecdotal experience, women drivers are particularly vulnerable here, especially older women living on their own and who think they can trust car dealers. They need to know their options and their rights.
  • All used cars sold via a dealer should be sold with a HPI check – whether a franchised or independent dealer.
  • All used cars sold via a dealer should also be sold with a signed and dated checklist to show the customer that all the important and safety related items have all been checked and are either fine or need attention.
  • All used cars via a dealer should be sold with a minimum of a 6 month warranty (as in law) which that dealer must honour.
  • All used cars sold by private individuals should either be sold caveat emptor (where SORN or for restoration project) or with a HPI, MOT and local car check carried out by an authorised garage. Then the buyer knows what he or she is in for… after all we have to declare the truth to sell a house and there are serious consequences now of not doing this.
  • Finally an unbiased organisation should adjudicate when sales go wrong. It would be good to see the onus put on helping the buyer more than the seller; make any conciliation service friendly and free and help the motorist take matters further in law if need be. I don’t think that a service involving dealers should be run by a motor industry organisation with a vested interest in selling trade membership, for example.

Of course it will be difficult to determine the reasonableness of all this when the dealer has bought a car online/at auction and depending on the age and mileage of the vehicle.

But when you see ITV’s Debbie Dingle in Emmerdale collude with a driver to sell a cut ‘n’ shut car that is unsafe and illegal you know that the law isn’t doing its job here and the cost of that is being borne by innocent motorists looking for a bargain and who are too trusting to realise that if a car is too cheap there will be a very good reason.

FOXY Steph

“It is our resonsibilities, not ourselves, that we should take seriously.”
Peter Ustinov