Women-Drivers.com has released its 2012 report showing the top car brands as rated by women. Each year, Women‐Drivers.com tracks thousands of consumer reviews with regards to women’s purchasing and browsing experiences at new car dealerships. These scores are compiled from thousands of reviews written in the 2012 calendar year. On the site, dealerships’ scores range from 5.0 (the highest) to 1.0 (the lowest). Dealers with a Women Satisfaction Index or WSI® scores between 3.8 – 5.0 are recognized and marketed as CERTIFIED Women‐Drivers Friendly™.
Women now account for over half of all car purchases; however, they influence and initiate an estimated 80% of them. One of the reasons the company captures the ‘browsing’ is that on average women visit three (3) dealerships when in the market for a new vehicle; the higher a dealership’s browsing score is a critical indication that consumers were treated well and will return to this dealership to buy.
"When a woman walks into a dealership that treats her with respect and engages her during the buying process, the dealership is out to gain a purchase from that customer," said Anne Fleming, the company’s president, and Car Buying Advocate. "It's pretty simple, respect + customer engagement = sale and potential future purchases. And clearly, these dealerships get that." The company notes a positive correlation between the WSI® and CSI. Higher ranking WSI scores at many dealers have impacted those same stores’ CSI scores.
The Top 15 Brands for PURCHASING experiences at dealerships:
The average WSI® score for all brands was 4.46. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person, their overall dealership experience, as well as the financing process.
1. Mercedes: 4.90
2. Lexus: 4.83
3. Dodge: 4.78
4. Chrysler: 4.76
5. Jeep: 4.75
6. Lincoln: 4.72
7. Acura: 4.55
8. Chevrolet: 4.51
9. Buick: 4.48
10. Honda: 4.39
11. GMC: 4.38
12. Toyota and Mazda: 4.36
13. Cadillac: 4.35
14. Ford and KIA: 4.33
15. Hyundai: 4.23
The Top 15 Brands for BROWSING experiences at dealerships:
browsing-scores-2012.jpgMercedes dealers scored the highest WSI® ranking pulling in a 4.50 score from browsers ‐‐ women customers who went to a dealership but did not purchase that day. The average WSI® score for all brands in this category was 4.01. These top brands ranked consistently high with women customers who were very satisfied with the engagement and treatment by the sales person and their overall dealership experience. The higher a dealership’s browsing score, the higher the probability that women will return there to purchase.
1. Mercedes: 4.59
2. Jeep: 4.53
3. Mazda: 4.38
4. Chevrolet: 4.24
5. Lexus: 4.10
6. Chrysler: 4.07
7. GMC: 4.02
8. Hyundai: 3.99
9. Acura and Ford: 3.97
10. Dodge: 3.92
11. KIA: 3.82
12. Volkswagen: 3.67
13. Audi: 3.44
14. Buick & Cadillac: 3.37
15. Toyota: 3.26
*Some brands are not represented in this report because they were no longer being marketed in 2012, or, due to lack of statistically significant data.

Views: 427

Comment

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

Join DealerELITE.net

Comment by AutoSTARR on February 25, 2013 at 2:50pm

Shared this on LinkedIn -- great info. Curious, did any of these brands surprise you, compared with past years' favorite picks?

Comment by Anne Fleming on February 22, 2013 at 9:04pm
Patty- appreciate your comments and sorry the browsing image didn't stick. Please send me your email and I will get it to you. I apologize for delayed response am at day 1 of a 3 day yoga retreat. My best, anne
Comment by Patty Van Dyke on February 22, 2013 at 9:46am

Great article ... I will share this in my next training sessions.  I have visited this statistic with "the guys" before, but like everything else, it needs to be re-visited once in a while!  Thank you, Anne.

PS  Your image isn't showing (just below The Top 15 Brands for BROWSING experiences at dealerships:).  I'm curious to see it!  :)

Comment by Robert Campellone on February 21, 2013 at 3:50pm

I totally agree

Latest Activity

Simon Hopes posted a blog post

How to Compare Car Insurance Policies

What is Car Insurance?A car insurance is the policy that covers one’s car against all kinds of…See More
4 hours ago
Mike theCarGuy Correra posted a video

The Key to Long Term Success in Sales

Account Manager Mike Correra shares the key to a dealership's long term sales success in this video blog.
21 hours ago
Tom Clark posted a blog post

Reasons to Sell Your Dead Car to Car Removal Companies

Your old car just stopped working. When you called a mechanic to have a look at it, they gave you…See More
yesterday
Derek C. Dean posted a blog post

Hard skills Vs soft skills or hard skills and soft skills- which is optimal?

Soft skills and training programs for the same seem to be hogging the limelight in recent times.…See More
yesterday
Umair Amjad posted a blog post

The Perks of Using Armored Cars & Bulletproof Vehicles

Security is a prime concern for every human being. When it comes to security, then people do not…See More
Sunday
Rob Gehring posted a blog post
Friday
Scot Eisenfelder posted a video

Why the Service Write Up Is Critical

Scot Eisenfelder shares why the service write-up is critical to increased revenue in this video blog.
Friday
Jim Flint posted a blog post

Google Ads Two Changes for Display

In this video blog, Jim Flint, CEO, and Founder of Local Search Group discusses two changes you…See More
Friday
John Sternal posted blog posts
Thursday
Veronica Dunford posted a blog post
Thursday
Stephen Coambes posted a blog post
Thursday
Damian Boudreaux posted a blog post

Relationship Selling - Begin The Shift Now

Gooooooooood Morning! And thank you again for joining us in another video in the series, [name].…See More
Thursday
Steven Laureys posted a blog post
Wednesday
John Sternal posted blog posts
Wednesday
Harris Scott posted blog posts
Aug 14
Reynalda Lor posted a discussion

Roofing Option For Garage?

Greetings!We are looking for the best roofing option for our dealership garage nowadays. In the…See More
Aug 13
Paul Moran posted a blog post

Auto Industry Viral Marketing Innovator Vboost Achieves Milestone of 10 Million Video Views for Auto Dealer Clients

Unique Customercials are organically shared by customers across their social platforms producing a…See More
Aug 13
Dan Beres posted a blog post
Aug 13
Jim Flint posted a blog post
Aug 13
James Helliwell posted blog posts
Aug 13

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service