Current Weather
The Spy FM

Women’s Car-Shopping Tactics Steer Them Toward Better Deals

Filed by KOSU News in US News.
January 27, 2012

When it comes to buying cars, women do their homework — and it pays off. A recent report from LeaseTrader.com finds women generally get better deals than men when they buy cars.

John Sternal of LeaseTrader tells NPR’s Sonari Glinton on Morning Edition that women’s participation in car buying is changing.

“Our data specifically says that women not only have a larger interest in cars overall, but women today are taking a more active role in the negotiating process of a vehicle and in the car-shopping process in general,” Sternal says.

An emailed press release from LeaseTrader says women consumers “also ask different and more thorough questions than men buyers.”

Safety performance, incident history and vehicle functionality topped women’s list of concerns, while driving performance, engine performance and aesthetics were among men’s primary concerns.

Sternal says women do more research than men beforehand, particularly on the Internet, which helps them get better deals. Sonari reports that according to Kelley Blue Book, women are more likely to decide on a price before they go shopping for their next car, which also translates into savings.

Rebecca Lindland, a senior automotive analyst with IHS Automotive, tells Sonari she’s often ignored or talked down to while car shopping.

“We know that people expect us to fail, to some extent. That people think that we’re not going to know what we’re talking about. So we overprepare, we overcompensate,” she says. “We don’t go into a dealership to browse. We go in, and we know exactly what we want.”

The Time Moneyland blog reports the survey “demonstrates that the assumption that women are clueless pushovers easily taken advantage of by car sellers couldn’t be more wrong.”

Another indication of the growing influence of women in the car market might be the first annual “2011 Heels & Wheels” event in California, a gathering of media and automotive professionals. The organization, according to its Facebook page, was founded in February 2011 to “honor women as a major force in the automotive purchase decision.”

A blog from Polk, an automotive research firm, mentioned Heels & Wheels in a recent post.

“Women have more to say when it comes to the design of future vehicles and organizations like these will probably grow in popularity,” Polk states.

Polk also points out Cars.com, which provides “Mother Proof” car reviews geared toward moms. For example, a Jan. 25 review begins:

“I can’t help but smile when I see a child-safety seat in a small car’s backseat. I like to think of these folks as rebels proclaiming to the world that having a family doesn’t relegate them to a life of minivans.”

As Sonari has reported for NPR in the past, women are still working on breaking through the car industry’s glass ceiling. Christine Park, 28, is one of a small number of women in the car design industry.

Sonari has also glimpsed into the world of women product specialists, who stand next to cars during auto shows. Often, one former specialist says, attendees assume they’re models without any knowledge of the cars.

‘”It’s pretty funny when a guy comes up and says, ‘Well, you don’t know much about this car,’ and then I rattle off the horse power, the torque, what the camshafts and the pistons do and when they fire,’ she says. ‘I like to put people in their place.’”

[Copyright 2012 National Public Radio]

Leave a Reply

2PM to 3PM The Dinner Party

The Dinner Party

Think NPR meets Vanity Fair. In each episode, hosts Rico Gagliano & Brendan Francis Newnam talk with some of the world's most interesting celebrities, and along the way equip you with bad jokes, fresh drink recipes, hot food finds, odd news stories... and etiquette tips from the likes of Henry Rollins and Dick Cavett. It's all you need to get an edge in your weekend conversations. Past guests include Michelle Williams, Judd Apatow, Kid Cudi and Sir Richard Branson. Wallpaper magazine calls The Dinner Party one of the Top 40 Reasons To Live In The USA.

Listen Live Now!

3PM to 4PM The Splendid Table

The Splendid Table

Hosted by award-winning Lynne Rossetto Kasper, The Splendid Table is a culinary, culture and lifestyle program that celebrates food and its ability to touch the lives and feed the souls of everyone.

View the program guide!

4PM to 5PM Weekend All Things Considered

Weekend All Things Considered

View the program guide!

Upcoming Events in your area (Submit your event today!)

Streaming audio and podcasts

Stream KOSU on your smartphone

Phone Streaming

SmartPhone listening options on this page are intended for many iPhones, Blackberries, etc. with low-cost software applications available to listen to our full-time web streams, both News on KOSU-1 and Classical on KOSU-2.

Learn more about our complete range of streaming services

We're perfecting the patient experience - Stillwater Medical Center