Top Brands Rated by Women | 2015 US Womens Car Dealership Report

Our company has published it’s second annual report which showcases women are having empowering experiences at progressive car dealerships in the United States.

Women are responsible for buying over 13 million cars at new car dealerships; that’s an impressive 36,000 vehicles a day. Dealerships have to literally change gears, advertising, amenities and their sales strategies to attract this powerful buying force. “It’s a very competitive industry” shares Women-Drivers.com President, Anne Fleming. “Women know they can buy a car anywhere in their respective city. It’s in dealer’s best interest to strategize and market to women. However, it takes more than just having a family female spokesperson.”

The research in the 2015 US Women’s Car Dealership Report comes from over 3,450 women’s surveys from the company’s website. From these surveys, the company generates a Women Satisfaction Index® or WSI score. The range is from a 5.0 (the highest) to 1.0 (the lowest).

Unlike other 5-star review sites, Women-Drivers.com offers women the opportunity to write a quick review and then opt-in to a ‘deeper dive’ survey to share more thoroughly about their dealership visit. Over 90% of the reviewers opt-in to the twenty-five question survey.

Fleming goes on to share, “In the past, women haven’t been asked for any real feedback by the industry, with the exception of the dutiful CSI. Through our platform, women are empowered by the opportunity to share their voice and provide productive opinions. Generally, these buyers are having more than “satisfied” visits at car dealerships; they are truly delighted by the respectful and trustworthy manners of their sales advisors. In turn, when asked to write a review, they are generous.”

Dealership groups and manufacturers use the data collected by the company to better understand, improve and shape the customer’s experience. From the analytics, trends and predictive patterns are captured to help take the guesswork out of marketing to women.

Key Findings

  • When shopping for a vehicle, the overall WSI was 4.37, up from 4.25 last year. The top five rated shopping brands by women are Volkswagen, Ford, Chevrolet, Jeep, and Buick.
  • When purchasing a vehicle, the overall WSI was 4.73, up from 4.65 last year. The top five rated purchasing brands by women are Mercedes-Benz (also held the #1 spot in 2014), Lincoln, Dodge, Jeep and Chrysler.
  • When leasing (a subset of purchasing), the overall WSI was...Click here for more about Trends of Women at Car Dealerships.

All dE members can Click Here For Your FREE Copy Of The 2015 US Women’s Car Dealership Report

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Comment by Anne Fleming on January 29, 2015 at 8:00pm

Brian -- thanks for you insight. I would love to walk through the car museum with you outside of Kalamazoo MI sometime. You know your cars and their history! I have been there several times, but somehow I think with you, it would be a "new" trip. My best. 

Comment by Brian Bennington on January 29, 2015 at 2:26pm

No doubt about it, Anne, your post is right on the money.  There was some what you'd call "primitive" data about women's auto buying preferences in the 50s, and even then Lincoln was a strong 2nd choice.  But at that time, their 1st choice wasn't M-B due to continuing news in the press about Germany's atrocities in WW II.  Women's top choice in 53' and '54 was the new "LaStatus" model, manufactured by Belchfire automobiles, a small farm implement and watch manufacturing company in Indiana.  Some called the data unsound and claimed the reason the Belchfire LaStatus won had more to do with women's adoration of their movie star spokesperson, Victor Mature.  While it was discontinued in 1956, my war hero-bachelor uncle had one and claimed he had to "beat women off with a stick" to keep from getting mauled when he drove it!        

Comment by Anne Fleming on January 29, 2015 at 9:46am

Ron, Good question. We believe we are the only car dealer review site that captures reviews on the shopping experience. Most dealerships still capture the traditional "purchase" and "service". Many dealers are just now putting into their practice getting reviews on the Shopping side of the equation because it is so important, as its the first line of engagement.With the reports we provide back to dealers, GSM's use this data to find out why women left, or why they didn't buy. Which is extremely beneficial in further understanding how many ups are leaving and what may be happening on the floor.

And, as the 2015 report states on the first page, there are some brands that are not reported due to lack of statistical data. That may or may not have been the case for Lincoln with "Shopping". Great question, again. Appreciate you asking. 

Comment by Ron Rozier on January 29, 2015 at 9:25am

Good article, but something does not seem right here, if the Lincoln Brand was not even in the running on the shopping index, then how could it be second or in the top five of vehicles purchased by women buyers.

Not many consumers male or female will buy or lease a vehicle before driving AKA test driving it, so the Data seems a bit off to me in order for it to be considered accurate. I am sure there has to be other variable in there to offset this.

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