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

Terry: Hmmm…”big changes?”  I think it’s more about small steps. Certainly automotive journalists and editors are paying more attention to the statistics that are being shown indicating that women are the buying power behind, not only vehicles, but also aftermarket products.  To be honest, it’s going to take more women making it “perfectly clear” that their decisions are affected by the attitude and approach of the sales personnel they encounter, whether in a body shop or a new car dealership. We need to take seriously the responsibility of educating the marketing and retail portion of the industry.

ASK PATTY: Have you noticed any new trends in how aftermarket parts and services are being marketed to women? Is the industry changing in that way?

Terry: It’s changing but I have not seen anything dramatic. Again, it’s baby steps so far and I feel it will take the energy and focus of women to really make headway. Advertising agencies are still using the “power approach” that makes driving a truck, for instance, appear as strictly a male activity. Women want the same feelings of power and they love to accessorize! I like to think of accessorizing a truck as “the little black dress we must have in our closets,” theory. Every woman knows she must own a basic black number in order to accessorize to her taste. Marketing to women is a challenge and I would like to see more women enter into that field. Nobody does it better!

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

Terry: I bought a Saturn Vue three years ago. I knew I wanted an SUV but was conscious of gas mileage and the environment. I did on-line research, talked to a few people who already owned one and pretty much made my decision before walking into the Dealer Showroom.  I had a pleasant experience but had done my homework. Also, Saturn is well known for their warm, fuzzy approach. This, however, has not always been my car-buying experience. I would have to say that it was the best so far.

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

Terry: Know what you want. By that I mean do your homework. Get feedback from people who are driving a similar vehicle that you are interested in; test drive anything that you feel might be a consideration and take a gal-pal with you. Not only do you need to be the test driver but also you need to sit in the back seat and be driven. It’s also a good idea to have someone who is not emotionally attached to the outcome to offer feedback. Know your budget; look for financing deals and be sure to ask for a tour of the repair facilities. Take the service managers business card as well as the salesperson that is helping you. Most new car dealerships send out a survey as to how your buying experience went.  Do yourself and all other women a favor and respond. Whether you purchased the vehicle or not, if your interaction with the salesperson was less than satisfactory, call the sales manager and specifically let them know what you were displeased by (and why you did not purchase from them)! They do care.

Terry Kohl is president of Media Management Marketing, a highly respected public relations and promotion firm in the automotive industry. She is a published writer, a poet, a marketing coach, and a member of the Specialty Equipment Market Association (SEMA). For more information on Kohl’s book, workshops and seminars, visit www.LostYourJobNowWhat.com.