It’s National Car Care Month! Did you know that women play a leading role in 85% of auto purchases, and play a large role in how it’s serviced?
At this year’s New York Auto Show, we attended a panel discussion, hosted by Lexus, about women buying and servicing vehicles.
Panelists were (left to right below):
- Audra Fordin, ASE-Certified Auto Mechanic, owner of Great Bear Auto Repair; founder, Women Auto Know
- Brandy Schaffels, Chief Editor of AskPatty
- Lauren Fix, The Car Coach® and automotive expert
- Peggy Turner, Lexus Vice President of Customer Service
- Moderated by Melanie Batenchuk, founder of Be Car Chic
On the Features Women Look for in a Car:
“Don’t pigeonhole women, because we have the same interest in cars as men. We want safety, we want performance, we want style,” said Schaffels. As a point of proof: “The Mustang captured 36% of the entire sports car purchases by women in 2015.” “It just depends where we are in our lives.” She noted that she’s waiting for her youngest to get old enough, “so I can get the two-seater I’ve always wanted. … I’ve been waiting all my life.” Fix noted that many consumers don’t know how to use the complicated technology that’s in their vehicles, and that it’s helpful when dealers have someone available to explain. Schaffels point out that many of the autonomous features now available – related to pedestrian safety, lane-departure assist, and accident prevention – serve as assistants to be better, safer drivers. The rapid changes in technology will affect the service side of the business, and Fordin warned, “You’ll need more than an oil change,” and that just one example of a part that will require attention is the steering-angle sensor, which will need to be well calibrated if it will be playing a key role in changing lanes. She suggested that marketing should play a role in helping drivers to pay attention to all the new, more electronically-focused service a car needs. Fix agreed, “You can just look in the glovebox. Underneath all the napkins, and all the ketchup packs, take the plastic off and find the service schedule. And that’s what you need to have done! The Car Care Council says, ‘If you’re proactive, and you have all that done, you take care of all that basic maintenance in advance, you could save up to $1,200 a year. You don’t want to wait until it’s so bad that it’s going out to Audra’s shop on a hook, and then [the technician is] going, ‘Whoa! You didn’t do anything.’” For those who don’t have an owner’s manual, Schaffels noted, “Every manufacturer has a location on their website, you can go online and find an owner’s manual. … About one out of every five questions that I answer every day, I’ll say, ‘Here’s a link to your owner’s manual. Your vehicle requires service at these intervals.’” Batenchuk noted that the people who took the time to write those owners’ manuals would appreciate knowing that drivers were checking them. Fix said she reads every manual for her vehicles, and that she’ll sit down with a glass of wine and do “light reading,” which was met with laughter.On Advice on Car Buying & Service
Fix: Do your research, know what you want, and what things you absolutely need. Never be afraid to walk away from a deal that doesn’t feel right. Bring the printed information with you. Seating comfort will never, ever get better. And visibility is important. And never, ever pay retail! Schaffels: Do your research. Dealer invoice is available from any car site now. The dealerships need to have a profit, and they have families to support. They’re expected to have a fair profit, and you’re also expected to have a fair price. The test drive is really important. And if you’ve got kids, and a car seat or equipment, you need to bring those items to the test drive. Know what it’s like to install them. If this is a family purchase, you need to be sure they’re involved in the purchase itself. Some people buy a car before realizing they can’t get their kids in and out of the third row. Fordin: If you’re going to take ownership of the keys, take ownership of the driver’s seat, and take care of your investment so it lives a longer life.
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