A recent Wall Street Journal article titled “Car Sellers Refine Pitch to Women” revealed that more women are driving than men. In fact, there are 105+ million women on the roads today, as opposed to 104+ million men and more elderly women are holding on to their driver’s license (USA Today, Nov. 2012). As the relationship women have with their cars tightens, it’s time the industry takes notice and adjusts their pitch to reflect a more engaging “hello."

So how can a dealership make that emotional connection with women? Rattle off horsepower numbers? Well, sure that’s one way. Another innovative way dealerships can connect is through the discussion of UV damage through windows and the windshield. Melanoma is on the rise and women’s hands bake in the sun while driving. As Americans, especially Californians, spend more and more time on the road (up to 600 hours a year), that’s more time spent exposed to the deadly powers of the sun.

Did you know that skin cancers occur more commonly on the left side of the body because that is the “driving” side (www.skincancer.org). A woman’s left arm and hands are constantly exposed. With hundreds of hours spent in the sun every year, her skin is increasingly at risk for skin cancer. Additionally, her skin is significantly aging (and let’s face it, the hands always give away a woman’s age).

The Skin Cancer Foundation provides guidelines for preventing skin cancer. The first, and best, line of defense is covering up with clothing, preferably UPF-rated clothing—not sunscreen. While sunscreen is the second best alternative, it must be applied every two hours to work. Rarely is this done; sunscreen is messy and reapplying is inconvenient when a woman is driving to and from work, picking up the kids from school, or running errands.

Beyond health concerns, think of it from a marketing perspective. Your concern regarding UV damage shows that you care. As buyers, women want you to care about them as people, not just the safety factor of the car. They would love it if you left a pair of fashionable UPF driving gloves in the car as a “safety precaution” and thank you gift. They would tell all of their friends about that and you would have a friend for life!

This is why you should meet Sundriven UV Apparel. After having lost relatives to melanoma, the founder was determined to create safe, fashionable products for women that prevent against sun damage. The result was the perfect driving glove with a UPF 50+, the highest rating. There is no sunscreen on the market that can protect like these eco-friendly, sustainable, and luxury driving gloves can.

For more information to assist with information for your women clients, sharing more information on your social channels, or offering this innovative type clothing when driving, contact Sundriven. Women’s Month is just around the corner!

Views: 443

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Comment by Brian Bennington on September 16, 2014 at 12:31pm

Gosh darn, Anne.  An excellent post and you're actually two days early for "Women's Wednesday."  I'd say you've finally hit on something pretty exclusive to female customers.  Presenting the gloves along with a few of the stats you mentioned makes a very effective gift that places the customers' wellbeing front and center.  Definitely a winning proposition and it's something I'd do if I was still selling.

I think the illustrations of those gloves would have "zero appeal" to most men.  Honestly, if a woman approached me with those gloves on, I'd reflexively cover my rear in fear she was preparing to give me some form of a highly personal and painfully intrusive "exam."  Either that, or she was preparing to clean my bathroom!

Never the less, a great idea that would be far more impressive to a woman than a man!   

Comment by Anne Fleming on September 15, 2014 at 5:06pm

Marsh and Willie -- thanks for your comments. Its amazing when I learned about this and how it affects women -- and men, too. My best to you. 

Comment by Willie Rodriguez on September 15, 2014 at 4:18pm
I would have never thought. Thanks for sharing.
Comment by Marsh Buice on September 15, 2014 at 3:59pm

Great information Anne! Thanks for sharing this was very interesting.

© 2024   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service