Even in 2007, women dont seem to get the respect they truly deserveand that especially holds true when it comes to buying automobiles.
It might surprise you, but women overwhelmingly influence the purchase of cars and trucks in the U.S. and in many other countries as well. Some experts say that the influence factor is in the 80% range, which is an amazing statistic.
Thirty years ago, I represented a McGraw-Hill publication that was directed to about 250,000 executive secretaries. The demographics were impressive, but when I made presentations to auto-advertising execs and their agencies, they didnt feel that women were the ones who made car-buying decisions. It was frustrating to say the least.
But that had always been the case with the automobile people. Almost every ad campaign was directed at men, but apparently that is changing and the auto sellers are paying closer attention to women. So when I read an article recently about women and their auto-buying experiences, I paid close attention.
The bottom line is this: In many auto-dealer showrooms, nothing much has changed from the old days. As a matter of fact, most of the women interviewed in the story think auto salesmen are from Mars and women car buyers are from Venus. The women even say they still hear the standard lines that hearken back to yesteryear: When are you going to bring your husband in? When are you going to bring your dad in?