What women want

The Department of Transport recently reported a 34% increase in the number of women possessing a driving licence between 1976 and 2005 in the UK . They are also now one of the fastest growing groups of buyers in the automotive retail sector.

Female customers are becoming even more car savvy, with retailers facing tougher negotiators at the table when it comes to agreeing on a price tag. The days of some wanting to buy a car for its colour, or as a feel-good fashion accessory are numbered. Women are now more demanding in terms of reliability, with personal and family safety staking their place as a key priority. Men who have traditionally gone for high performance, are finding it harder to convince their other halves that this is a priority when looking for a new vehicle.

Women are equally doing more research into potential purchases, and with websites, such as that of Motorpoint (motorpoint.co.uk), providing greater transparency, they know what constitutes a good deal, and where the large savings can be found. In addition, Motorpoint customers are able to view the full specification of a vehicle including all safety equipment and options (including car alarms, and the exclusive Pinpoint vehicle tracking system), prior to purchase.

The rise in power of the female buyer has equally put increased pressure on the demographic make-up of the salesforce, which Motorpoint has responded to by introducing saleswomen across their five sites in the UK .

Commenting on the changing face of motoring, David Shelton, Managing Director of Motorpoint explains: “Both sexes have always had different requirements and buying behaviour, and we have recognised the benefits of having saleswomen at our premises. We have put specific training procedures in place to make sure the customer does not feel intimidated, which is something you may find with other mainstream retailers. Women feel more comfortable if they have the option of speaking to someone that can relate to their particular needs, and it is important that they do not feel disadvantaged in the car-buying process.”