ASK PATTY: In your capacity as Aftermarket Sales Director what if any changes have you noticed in how aftermarket products and services are being marketed to women consumers? 

Bernice: I think women in general today have more knowledge about what aftermarket products that they want on their vehicles – whether its tires and wheels, car care, performance, or audio components.  And because many of the aftermarket manufacturers have women in top management positions or are owned by women, their marketing efforts have definitely changed over the past 25+ years that I’ve been in the industry.

ASK PATTY: What if any are the big changes you are seeing today in how vehicles are being marketed to women?

Bernice: Auto manufacturers are definitely listening more to what women want.  At first it was a few more vehicle color choices, but companies such as Volvo have held focus groups aiming towards marketing to women.  They did this when they were coming out with their first SUV and a lot of ideas and criticism that this focus group had to say were put into place on that vehicle.

ASK PATTY: Tell me about your most recent personal experience buying a vehicle. What vehicle did you buy, and why did you buy it? 

Bernice: I actually leased a 2006 Audi A4.  My lease was up on my ’02 Audi, and when the dealer called me to see what I was going to do regarding turning in my ‘02, I told them I was switching to an Acura.  The dealership told me they could put me into another A4 for a little less money then I had been paying, and the new vehicle would be an A4 2.0 turbo (my previous vehicle as an A4 Quattro).  So I decided to go with the Audi.  I was assured by the salesman that the only difference between my ’02 vehicle and my ’06 would be I was getting turbo instead of a Quattro, but the vehicle would have ALL the same features.  Long story short, when I picked up the vehicle – it did not have the premium package (memory driver’s seat, power passenger seat, etc.) that was on my ’02 Audi.  When I asked about this the salesman said “oh that’s extra and you wanted to keep the payments lower than what you were paying”.  Never did I say that in any conversations we had – as a matter of fact I paid extra to get silver paint.  I was furious and he knew it.  He told me the deal was done.  I then went home, called the manager of the dealership who took the side of his salesman.  I called that manager’s manager, and again he told me “there’s nothing we can do.”  I went over his head and told the next guy that I wasn’t even given the option to turn down paying extra for the premium package – I had been told ALL the options on my ’02 were included on my ‘06”, and again they wouldn’t do anything about it.  You can rest assured, when this lease is up, I will not be going back to Audi.

ASK PATTY: What is some good advice you would give women before they buy a new vehicle?

Bernice: Do your research first.  Read Motor Trend and Automobile magazines to see what editors think of the vehicle you plan to purchase/lease.  Also go online to sites such as Intellichoice and ASKPATTY.COM.  Check out different dealerships for the best deal – DO NOT go with the first dealership. Also know that dealerships like to get rid of inventory at the end of the month, so sometimes you can get a better deal. And, most importantly, make sure everything you want is on the vehicle before driving it out of the dealership.