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Top Brands Rated by Women | 2015 US Womens Car Dealership Report

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Click Here For FREE Copy Of 2015 US Women’s Car Dealership Report

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Press Contact: Anne Fleming
anne@women-drivers.com
Phone: 412-327-2604
 

2015 US Women’s Car Dealerships Report

Top Brands, Trends and Insights Highlighted

PITTSBURGH, PA – Women-Drivers.com, the premier car dealer review company focusing on women and families, highlights in the company’s second annual report that women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in a dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, they are empowered and have the opportunity to share their voice and provide productive opinions. Generally, many of these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

  • When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
  • When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.
  • When leasing (a subset of purchasing), the overall WSI was 4.88, a jump from 4.80 in 2014. An amazing 98% of women would recommend their sales advisor when leasing a car.
  • When servicing a vehicle, the overall WSI was 4.57 a considerable leap from last years’ 4.38. The top five rated servicing brands by women are BMW, Volvo, Mercedes-Benz, Porsche and Audi.
  • Women visit on average 2 dealerships prior to buying a care. Sixty percent of women who leave without purchasing, do not return to that dealership.
  • When shopping, 56% of women go to the dealerships by themselves. 83% of them would recommend their sales advisor.
    • Almost one-third report that the dealerships website is not helpful
  • When buying, 46% of women go the dealership by themselves. 95% of them would recommend their sales advisor.
    • Women report the average time to buy a car is 3 hours and 20 min
  • Top reasons women don’t go to service department at original dealership:
    1. Not satisfied with last visit
    2. Didn’t like how she was treated
    3. Inability to get issue resolved to her satisfaction
    4. Cost of service
    5. Location not convenient
    6. Hours not convenient
    7. Lack of concierge services
  • The top requested item by women who have to leave their car overnight for service? A car to drive home – typically a service reserved for luxury brands.

NOTE: The data generated in the 2015 US Women’s Car Dealership Report comes from over 3,450 surveys from the company’s websites. From these surveys, the company generates Women’s Satisfaction Index or WSI® Data. Some brands are not represented in this report due to small sample size.

2014 Top U.S. Car Brands as Rated by Women
when Servicing their Vehicle

PITTSBURGH, PA – There is more to winning a lifelong customer than just closing a car sales deal. Delivering the ultimate customer experience is what makes car buyers - especially women buyers, who are very loyal - come back to dealers for all their auto related needs like servicing, repair and maintenance.

new 2014 report published by Women-Drivers.com reveals the top brands as rated by women when servicing their vehicle. The findings are based on the Women Satisfaction Index® scale. The WSI scores shows women car servicing experiences at different car dealerships on the scale of 1 to 5 with 5 being the perfect WSI score.

According to the findings, Mercedes received the highest WSI score among women when it came to servicing their vehicles, scoring 4.92. Compared to other car brands, women said that they received far better service at Mercedes dealerships. Mercedes is followed by BMW and Lexus, securing the second and third spots on the servicing chart respectively, rounded out by Honda, Volkswagen, Buick, Nissan, GMC, Subaru and Dodge in the 10th spot.

Here are some insights that were unveiled in this report about women when it came down to their experiences in the service drive:

  • 85% received an estimate prior to work being completed
  • 76% were satisfied with the car’s cleanliness after service
  • 78% say they would recommend the service department to friends and family
  • 3 of 4 reviewers plan to return for future service
  • However, less than two-thirds reported not receiving follow up communications, a lost opportunity for dealers to provide educational tips and stay connected with their customers, post visit

Tips to Ensure Women Get Service at the Original Dealer

Forty-two percent of women report that they no longer go to the service department where they purchased their vehicle. Here are some tips for dealers to ensure women come back again and again – and don’t go to another dealership’s service lane.

  1. Provide Ultimate Respect- Giving respect to women coming in for servicing is important to ensure a satisfied, returning client. Dealerships that provide respect and treat women graciously build a great rapport with them which lasts for a longtime.
  2. Key Concierge Services- The number one requested concierge item is a courtesy car. It comes across as a caring gesture to women from the dealership's end. It shows that the dealer understands the inconvenience it may cause to the customer when the vehicle is undergoing maintenance and repair.
    Other services like Wi-Fi/TV, café and play area for children also help delivering quality dealership experience while women wait at the service drive. By providing quality concierge services like these on the repair area premise, allow women to relax and keep their children busy.
  3. No Threatening CSI "Requests"- Careful about strong arming your clients with comments that may sound threatening regarding service CSI's. For example: "Leave all 5's or call us first before submitting the review" or "Leave all 5's (because I'm not supposed to tell you this), but I could lose my job if we don't get all perfect scores." This can feel to a customer like they are being taking advantage of and land as completely inauthentic. Instead, hand the customer the CSI email form and tell them you appreciate their honest feedback as well as their business - both make a difference.

By doing so, dealers can easily add value to their services and ensure a growing customer base including an increase in returning customers and referrals because of core business values.


About Women‐Drivers.com - Women-Drivers.com is the premier women’s online rating and review service, connecting female auto shoppers to Certified Women-Drivers Friendly© Car Dealers. We encourage extraordinary commercial experiences and lasting relationships between these two groups. The Company provides innovative web‐based marketing solutions that build trust and transparency, resulting in greater sales and servicing from women. Follow us on Twitter @womendrivers.

Views: 1163

Tags: brands, buyers, by, car, cars, dealers, dealerships, rated, reviews, with, More…women, working

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Comment by Anne Fleming on February 2, 2015 at 7:09am

Michael -- Thanks for your astute comments. Am not aware of these types of metrics and insights recapped exclusively by men, however that doesn't mean that the don't exist. Also, with respect to your comment regarding post-visit, yes, there are more engaging opportunities to follow-up with all customers, and on a more consistent and increased basis (that land as meaningful and relevant for the client). 

Comment by Michael on February 1, 2015 at 12:17pm

Great WSI recap showing was is primarily important exclusively to women. Even though the study exclusively measures women in these surveyed results, wonder if male values are duplicate?

Very surprised to see ONLY 33% of Dealers Follow-up post the service experience for... With all the potential future Warranty & C/Pay revenue servicing opportunities with this established organic customer base, Why? Most leading volume sales and service dealerships implemented follow up processes for both Variable and Fixed Operations usually conducted with a DDC center.

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