Most women buy cars based on lifestyle, price and fuel economy
Many will read the latest reviews and safety information from sites like JD Power and Consumer Reports. Women are also looking for honest to peer-to-peer reviews from bloggers like Cindi Matthews who recently reviewed the 2011 Chevy Malibu as part of the Chevrolet Girlfriend Getaway Program.
When women walk through the door of an auto dealership, they are armed with information and ready to negotiate, but what are they looking for when they shop for an automobile?
The latest in technology, as well as comfort and style, often factor into the decision making process for female car buyers. With gas prices on the rise, fuel economy is also an important consideration.
However, Christine Overstreet, executive director of Heels and Wheels, feels that most women are looking for a car that fits into their current lifestyle.
“I want a safe, comfortable vehicle that will get me where I need to be. I don’t need seven seats, but would like some cargo space, so I am looking at sedans, CUV’s and wagons … and I love heated seats!”
A woman who frequently travels in her car for business may be looking for something totally different than a mom who is transporting four children to school, sports functions and other activities.
The business traveler may look for a car that touts a technology package with gadgets such as a built-in navigation system and hands-free wireless communication. The busy mom, who has the safety and comfort of her children in mind, may research vehicles that have ease of entry/exit, adequate storage and excellent safety reviews.
In addition to research on safety, fuel economy and comfort, there is still the issue of price. Does price play a factor in the car buying decisions of women and is it the biggest motivator when it comes to writing the deal?
“In this economy, people are price conscious but it is not price alone. Value for the dollar is more important,” says Christine Overstreet. “It is price for what you get and again, this is where the Internet is playing a large part in purchases. You can see exactly what you will get for what you pay out before you even arrive at the dealership.”
Beyond the research, reviews and comparison shopping, what cars are worth a look for women? Overstreet, who created Heels & Wheels to recognize women as a ‘major force in the automotive purchase decision’, gives her opinions on her top five favorite vehicles.