Q: Why should women choose a FOXY Choice approved female friendly garage?
A: Because they are better than the rest.
The UK retail motor industry is surely one of the last male bastions employing c90% men and only 10% women. Whilst most other industries have identified the power of the female purse, this industry continues to be slow to recognise that the gender spenders, women, are not men in skirts; in a misguided attempt to treat both genders as equal.
This is despite women influencing some 80% of all household purchases including buying new cars and garage services like MOT’s, car servicing and repairs. And despite women being wealthy yet wary shoppers in workshop and showroom environments, which we correctly describe as ‘too blokey.’
What a business opportunity for those that get female service levels right, ahead of others.
We’ve all heard stories about frighteningly shoddy garage workmanship, offensive predatory Swiss Toni tactics and a shocking tendency to overcharge us because we are women and don’t (always) do mechanical jargon and such like. Like many men too of course.
And those motorists who are in the know, know that UK garages aren’t licensed and mechanics don’t have to be qualified to repair our cars. Imagine allowing an unqualified electrician or gas fitter loose in your home? But we often do on our cars…
Then there’s the huge divide between the competence of garage businesses based on the equipment they use, their ethics and the prices they charge.
Which is where FOXY Choice steps in – a shameless plug but OK because what we do is unique and someone who sees it from the point of view of the motorist has to do it!
FOXY Choice expects all approved garages to sign the female friendly FOXY Promise to ‘never overcharge, patronise or sell women services they don’t need.’ We give them marketing materials and a whole lot more to promote themselves to women and encourage that marketing gift – word of mouth. We also encourage their female customers to tell us what they think so we are forever monitoring our subscribers and their customer service standards.
Over and above this we are the only independent consumer organisation to explain and identify quality signs women drivers can trust such as ATA (Automotive Technician Accreditation), BSI Kitemark and OFT code approved schemes. In FOXY’s opinion these are measurable ways that all motorists can steer clear of garage cowboys where women drivers are likely to be ripped off.
We’re also the only organisation to steer a clear course between the independent vs franchised dealership choice. Unlike trade bodies funded by manufacturers (who will sell women franchised dealer garages) or ones representing independent garages, we give you the information so you can make your choice.
If you want franchised dealership expertise (they have to train their mechanics to manufacturer standards and are likely to do this to ATA standards too, to repair all makes of cars) or like their customer services and facilities then that may well be worth paying a bit more. On the other hand, you are likely to save money if you pick a good independent where their overheads are less resulting in lower hourly rates. In short, the choice must be the motorists alone but in both categories be dragons because complaint stats consistently confirm that a similar percentage of good and bad garages whether they are dealerships and/or independents….
So the FOXY Choice UK garage network helps you shop around and tells you which garages (fastfits, independents and franchised dealerships) have signed the female friendly FOXY Promise and their evidence of measurable quality including awards.
And which ones employ women in customer facing roles (because women trust women).
And which ones have been recommended by women.
So all women can make an informed and female friendly choice in a male dominated industry that thinks equality for women means treating us like men. Big mistake guys.
We’re looking for the best.
FOXY
New in 2011 – Female friendly garage feedback invited here.
New in 2010 – See which FOXY Choice garages employ women in customer facing roles.