Female buyers accounted for almost a third of all sales in Tesco Cars’ first month of operation and will surely influence many more new car sales in future.

Tesco now sells cars and garage services to women

Tesco has untold experience of marketing to millions of women and in this instance they are promising a ‘no hassle, no pressure’ experience so that female motorists don’t have to visit a local car showroom.

But surely a local contact and dealership staff SHOULD be the better service option?

I am surprised if/that Tesco Cars only seems to be including a one month RAC warranty although the Sale of Goods Act gives women added protection for six months (but they mightn’t know) and buyers will of course be sold an added longer warranty.

Of course no buyer would expect to be unhappy with their car after such stringent checks have been made but some will be because this is the motor industry and cars that were previously neglected, even if still ‘young’, will quickly demonstrate that neglect in terms of unreliability and expensive repair bills. That’s automotive life and you can’t odds it.

As would be expected, popular models from Britain’s ‘Big Three’ saw Ford, Vauxhall and Volkswagen dominating the Top 10 with enquirers using Tesco Cars’ Lifestyle tool to compare and contrast features, price and the all important running costs.

Popular models with women did particularly well such as the Ford Focus, the Ford Fiesta and Vauxhall’s Corsa with VW’s Golf and Polo in the top ten too.

THE TOP TEN MODELS SEARCHED FOR
1. Ford Focus
2. BMW 3-Series
3. Volkswagen Golf
4. Vauxhall Astra
5. Ford Fiesta
6. Vauxhall Corsa
7. Ford Mondeo
8. Vauxhall Zafira
9. Volkswagen Polo
10. Audi A4

Tesco Cars’ vehicles are typically one previous owner, independently checked by RAC (167-point inspection) and given an HPI history check. Multiple images and a video test drive conducted by RAC complete the online buying services. Cars will be sold as ‘Buy It Now’ or ‘Pre-order’ and they reserve the car they want with a £99 handling fee which can be refunded if they choose not to go ahead. All buyers have a named adviser to contact in the event of any follow up need.

Tesco Cars deliver cars to the buyer’s front door for a small extra, offer a seven-day no-quibble money back guarantee and a one-month’s RAC Platinum warranty which seems to suggest buyers are on their own after that. Needless to say, Tesco Financial services including car insurance and finance will be offered at the point of sale and buyers will receive 2,000 Clubcard points for each car purchase.

I feel sure Tesco Cars will soon want to offer women some peace of mind during the first year of car ownership…

That would be the right thing to do. And to forge better links with the industry because we all need friends, even Tesco Cars.

FOXY Steph

Ok the Fiat 500 is a cute car but will pink sell it to young women drivers as a fashion accessory as their marketers suggest.

A pink Fiat for the girls

And if young women drivers decide to buy a new pink car do they realise that they may struggle to sell or exchange it, come the time.

Or is colouring it pink a lazy marketing tactic from those who want to be seen as female friendly to attract a female audience but don’t really know enough about the female psyche.

I have heard that Sheilas Wheels car insurance for women sells well to gays because they love the pink thing.

Is this what Fiat wants?

Or is any publicity better than none in today’s tough car sales environment.

And if anyone from Fiat is reading this and can tell me that their research confirms that young women drivers want and are happy to pay £1000 more for a pink car (regardless of added on board value) I’ll happily apologise for being a tad negative here.

FOXY Steph