Increasing numbers of women are buying cars online without going into a dealership, according to new research.
A report by Buyacar.co.uk, which is responsible for generating orders for franchised dealerships, said there was a 58 per cent increase in the number of women buying vehicles online last year, compared to a rise of 29 per cent among men.
It’s the latest in a series of reports that have highlighted that many women prefer not to go down the dealership route, including the recent Different Spin analysis which said women are three times as likely as men to have a negative view of dealerships. If you want to attract women into your business, it's worth being aware of these trends and thinking about how you can tackle the issue. An important part of the dealership process is the test drive, and you should make sure you have the right road risks insurance as well as motor trade insurance to cover this.
The Buyacar report said that the higher numbers of women purchasing cars online was part of a general preference for online shopping among females. It said the company had done nothing to target female buyers and the growth was ‘organic’.
Managing director Austin Collins told AM-Online: “When we analysed the change between 2014 and 2015 it was clear that the real story behind our increased sales on behalf of dealers was a surge in interest among women over the past 12 months.
“What was all the more remarkable about this was that we made no attempt to tailor our advertising or marketing toward women in particular – this movement was entirely organic.”
He said that because women play such a large part in the family car purchasing decisions, it is important that the industry recognised their buying power and stopped considering female buyers as a “niche customer segment”.