Is a garage a one man band, a family-owned SME, one that’s part of a national or regional franchised network, a fast-fit centre like National Tyres or a franchised new car dealership appointed by the main car manufacturers.
Taking a straw poll at a local women’s business meeting last night I learned that a garage may be many things 😉 to female motorists but it is not considered to be a main car dealership in many women’s minds because….
- Women drivers that were shopping for good garage services, driving an ‘older’ car perhaps, suspected that they’d pay over the odds for a service/repair in a car dealership and perceived that garages delivered better value (for them..)
- Many female motorists thought that a franchised car dealership could only service or repair the make of car they advertised and sold
- Those women that wanted to go to a franchised dealership often considered that this was better than risking a ‘dodgy’ garage and were prepared to pay a premium to get [what they saw as] superior service levels.
Needless to say few knew they had a choice and how to find out where the really good and female friendly garages (and dealerships) were so I was able to introduce the female friendly FOXY Promise and our garage services guide as well as FOXY Lady Drivers Club to good effect!
FOXY