For auto business owners, the idea of communicating more effectively with women shouldn’t be a controversial one at all. In the United States alone there are half a million women who are actively seeking to buy a new car at any given time. Women have a heavy influence on all automotive purchases (85% of them), from the showroom to the service lane, and yet 74% of women – three quarters of us – feel misunderstood by the auto industry.
When an automotive business decides to take their commitment to women seriously, it’s time for their marketing to move beyond this vague idea of influence, and start thinking about speaking the language that women want to hear. Car dealers should start asking “What do women value most about a new car?” Service providers should be asking “What would get a busy mom to trust my wrench over someone else’s?” In other words – what do women value?
Women value being heard. Women value their families. Women value their own comfort. Women value safety and peace of mind. Women want to be treated the same as men – they want to be seen and heard and valued for who they are, and what’s important to them.
That’s where AskPatty.com comes in.
Since 2006, our Certified Female Friendly program has been helping educate automotive professionals on the age-old question of “What women want,” and since then we’ve constantly been evolving the program to be effective for the current state of the industry in its attitudes toward women.
When an automotive business makes the decision to become Certified Female Friendly, they are not just placing a sticker on their door and getting a search listing on our website. They are making a commitment to honor the AskPatty promise – to provide women customers with nothing less than the best in customer care from start to finish and beyond.
And it’s not only about women – Certified Female Friendly locations strive to be family friendly, kid friendly, pet friendly, and accessible to customers with disabilities. In short, the AskPatty Nation of Certified Female Friendly retailers is a new kind of automotive retailer – one that serves people first.
Everyone who makes the commitment to become Certified Female Friendly goes through our online, robust certification training program. This training includes education on everything from the sales process to marketing and social media – all with women customers in mind. Once you’ve finished, you’ll have the basic skills you need to effectively communicate with women. However, just knowing the material isn’t enough. The point is to become Certified Female Friendly, and to truly incorporate those lessons in how you do business every day.
Once you’re finished with the certification training, your education isn’t finished, because AskPatty.com provides its Certified Female Friendly clients with a monthly webinar, always on a specific topic within the realm of marketing to women. These webinars are recorded and archived – a wealth of knowledge at your fingertips.
Also available are the many, many assets available on the AskPatty Marketing Portal website. All of our recorded webinars are archived there, as well as comprehensive guides on how to put together various promotions such as a Car Care Clinic, how to use your smartphone to create professional-quality video for your social media presence, and how to incorporate the AskPatty Certification into your existing marketing and advertising.
We serve our Certified Female Friendly clients month after month by way of originally designed monthly sets of marketing materials, social media graphics, tips and tricks, all designed to help you communicate more effectively with women than ever before. Each month, you’ll receive a fresh mailing of assets in our PULSE e-newsletter, and all of those materials are categorized and stored on our marketing portal, so you can access them anytime, anywhere.
When it comes to winning the loyalty of women customers in the automotive world, the key word is Trust – and we’ve designed everything about our Certified Female Friendly Program, from the branding to the materials – to enhance the trust in your relationship to your women customers.
If you’re an owner, manager, internet director, or marketing director for an automotive business of any type – dealership, service center, tire center, quick lube, collision center, car wash, or even credit union – show your women customers that you’re ready to take them seriously.
AskPatty.com Certified Female Friendly®
PH: 888-737-8599 x 1 for Sales
AskPatty CEO Jody DeVere loves helping automotive retailers make their locations more comfortable, welcoming, and appealing to women. Here at AskPatty, we do that in part through our Certified Female Friendly training and consulting program, but it doesn't stop there. Jody DeVere is always looking for opportunities to share her insights as a marketing to women expert, and this month she did just that, in two separate pieces for National Oil & Lube News.
In "How to Appeal to Women in the Shop Today, It is More Than Clean Bathrooms", Jody shares insights on keeping those restrooms as female friendly as possible: “The restrooms need to be more than ‘just clean,’” she says. “We suggest you use scented ‘female friendly’ hand soap, provide diapers and feminine products and use pleasing décor.”
In "Female Friendly: How to Attract, Hire and Retain Women as Employees," Jody shares her knowledge is what is becoming a very large part of the marketing to women in automotive realm: hiring and retaining more women employees at automotive businesses. In this article, Jody shares her guidelines for creating a female-friendly culture at a location, setting yourself apart with women not only as an automotive retailer, but as a potential employer.
As more and more people acquire vehicles to avoid the hassle of commute and make their daily lives as convenient and comfortable as possible, the body shop industry continues to grow. In fact, there has been a steady growth in the industry revenue since 2012.
While auto repair may seem like something only the gents can do, more and more women are rolling up their sleeves to do the tough job and many have proven that they can do the same (if not better) than most men in the auto repair industry.
To succeed in the body shop industry, you need to have good mechanic skills, from the basic ones like painting and glass repair to more complex ones like body collision repair. Apart from the technical skills, you also need to have knowledge on business administration, accounting, organization, logistics, repair estimation, people management, marketing, and other things needed to run a business.
This is the most challenging part of running a body shop. Of course, you will be investing on tools, equipment, and working space where you do the actual repairs. In addition to these, you also need to allocate funds for your employees’ salaries. According to payscale.com, wages of body shop employees range from $11.72 to $22.49 per hour. If you plan to hire a shop manager, that will be additional $32K to $89K annually. Depending on where you plan to launch your auto repair business, expect to shell out $100K to $150K to get shop up and running, according to BPlans.
Auto repair is among the businesses that usually require a heavy capital, regardless if you’re starting with a few basic services or going all out with major repairs and customizations. Fortunately, you need not break the bank to cover the costs. There are plenty of ways to fund your body shop.
Many grants are available for women starting or running a small business. Business grants are a great way to fund your business. Unlike a personal loan, a business grant is “free money”, you don’t have obligation to pay it back. However, it’s not always a guarantee that you will receive one. According to Chron, finding the right grant gives you the best chance of success. Take time to research through the economic development council in your area, and way before you start with the application process, make sure to review the grant's eligibility guidelines.
If you can’t find a grant where you qualify, the Small Business Administration (SBA) has plenty more resources to grow your business. SBA loans are guaranteed by the government. When you are backed by the government, lending companies will consider your business less risky and therefore they are most likely to qualify you for better lending packages. For qualified entrepreneurs, SBA loans provide a low-rate and long-term financing options.
More and more people are able to put up their own business, thanks to the increasing number of companies that offer flexible lending options outside traditional banks. Through alternative financing, entrepreneurs have wider options as to what financial resources they need, from term loans to auto title loans. They can shop for title loan even if they have a bad credit history. Alternative lenders also have a much higher loan approval rate than banks. However, they tend to have slightly higher interest rates.
Here’s another way to fund your body shop business. Unlike traditional business loans, a line of credit sits in your back pocket, just like a personal credit card. You only pay interests for the money you draw out of your credit line. Once paid, your credit line is refilled to its original amount.
A body shop can be an extremely lucrative opportunity for women like you who have the skills, passion, and determination to succeed and make their business grow. One of the biggest challenges however is where to get the capital. Fortunately, there are plenty of ways to fund your business, from applying a business grant to securing SBA loans, alternative funding, and business line of credit. Depending on where you qualify and what meets your business needs, each of these options gives you more flexibility to finance your business, compared to what traditional banks offer.
Dangerous driving habits are a leading cause of personal injury accidents and deaths in the U.S. The Centers for Disease Control and Prevention (CDC) states that more than 32,000 people are killed and over two million are injured every year in car and motorcycle accidents.
Primarily, there are three unsafe driving habits that contribute to the most instances of death and personal injury in motor vehicle accidents:
Stay safe on the road by reading the following facts and helpful tips.
In domino fashion, failing to plan for maintenance can turn small problems into larger ones, putting a serious dent in your automotive budget. The penalties of procrastinating on vehicle maintenance range from a heater that runs cold to a battery that won’t start the car.
Take care of your car’s seasonal services immediately and make plans to get ahead of the game next year. An early visit to your repair facility provides the opportunity to budget for unanticipated repairs. The Car Care Council offers the following checklist:
A poorly maintained engine is hard to start in cold weather, if it starts at all. It may run rough and lose power. Have fuel, ignition and emission control systems checked, necessary components replaced and adjustments made.
Battery and electrical system
How old is your battery? If it’s three or more years old, it should be tested and replaced if necessary. Even a strong battery that can deliver full power at 80 degrees F. will have dropped to 65 percent of its output at freezing temperature and only 40 percent at zero degrees.
Clean and tighten battery terminals, as loose or corroded connections can cause symptoms of a weak or dead battery.
Oil and filter
Change both as recommended in the owner’s manual, generally at 3,000-mile intervals for severe conditions and cold weather operation, especially when most driving is stop-and-go traffic. Check the owner’s manual for more information on severe service or refer to Car Care Council’s Service Interval Schedule.
Replace old wiper blades and be sure your washers are working. Carry spare washer solvent in your vehicle.
A vehicle’s antifreeze should be changed annually, or as recommended in the owner’s manual. Flush the cooling system every 24 months. The recommended mixture is 50/50 antifreeze and distilled water. Have the system pressure tested for leaks and check hoses and drive belt(s) for tension and condition.
Inspect, balance, check inflation and rotate tires. Check inflation on the spare and make sure the jack is in place.
Check all lights and replace burned out bulbs
Have the vehicle put on a lift for an inspection of the exhaust system. Leaking exhaust fumes can be deadly.
The Rebelle Rally is calling…make 2018 the year you #JoinTheRebelle. Meet Charlene Bower of the Ladies Off-Road Network and one of the 2016 winners of the Rebele Rally on November 3oth during the LA Auto Show media days and Emily Miller, the Founder of the Rebelle Rally on December 1, 2017 during the #LAAUTOSHOW in the Girl's Pit Stop booth. The booth is located in "THE GARAGE" AFTERMARKET, Powered by Prestone. The Garage at the LA Auto Show is where car culture lives and the LA Auto Show is co-promoting our booth and the events taking place their as the place for women to visit during the show.
Purchase LA Auto Show Tickets Here.
The second annual Rebelle Rally 2017, took place October 12th - 21st, starting from near Squaw Valley CA to Glamis CA over 7 days. The Rebelle is headed up by Emily Miller, a seasoned off-road trainer, Baja 1000 and Rallye Aïcha des Gazelles podium winner mentored by off-road racing legend, Rod Hall.
It is the first women’s off-road navigation rally raid in the United States. Blending the love of driving with the ultimate challenge of precise navigation, the Rebelle tests your skills over 7 days of competition. It is not a race for speed, but a unique and demanding event based on the elements of headings, hidden checkpoints, time, and distance using maps, compass, and road book.
Title Sponsor of the Rebelle Rally 2017: Hoehn Adventures - Through an evolving series of racing events across the world, we seek to inspire those who love the power of challenge and the joy of pushing the boundaries.
VEHICLE CLASSES - ( These are daily drivers with limited aftermarket upgrades)
» 4×4 – 4-wheel drive vehicles that have a two-speed transfer case (low range)
» Examples – Pickup trucks & SUVs with 4WD including Toyota Tacoma 4×4, Chevy Colorado, Land Rover / Range Rover, etc.
» Crossover – Unibody construction with all-wheel drive (no low range)
» Examples – Subaru Forrester/Outback, Mitsubishi Outlander, Toyota RAV4, etc.
Note: There is a "Bone Stock" clarification for vehicles with no aftermarket upgrades.
Thuy Davis and Tracey Ristow Team #156 - Team Dandelion Adventures
Thuy, "The Rebelle Rally is a journey that cannot be described with words, it can only be experienced. It will place a mirror in front of you and it's up to you to acknowledge it or avoid it."
Tracey, "The rally itself is the cherry on top, the real prize is meeting so many amazing women!"
Tiffany Lauer Walker Team #154 - Road Less Traveled
"A dream only imagined that became a reality!"
"When you complete the Rebelle, you understand it is about so much more than driving and navigating, the way that "To Break in A Glove" is not only about baseball!"
Andrea Shaffer Team #126 - Team Sugar High
"The rally is so much more than a competition, it becomes a family."
Marty Lawrence Team #206 Team BLTN
"Know your vehicle. Know your partner."
Limited registration to only 50 teams for 2018! Our mission is to provide a world-class event and competition and only 50 coveted spots are up for grabs. Once the spots are filled, we will close registration, even if it is prior to the September 10th, 2018 deadline.
Join the Rebelle - REGISTER ONLINE NOW -
Early registration pricing, returning Rebelle pricing, and installments available.
Car: 1957 Chevy Pickup Engine: BMW S62 V8
Build Time:1 0 months Build Location: “Bogi’s Garage” in Phoenix, Arizona
Number of Women involved: 90 women from 19 states
Bogi Lateiner launched the Chevy Montage project with a mission to celebrate all the women working in various capacities in the automotive industry and to offer opportunities to the next generation. Paying tribute to those that helped paved the way while forging ahead while providing the chance for women who want to learn and explore the trade in a welcoming, supportive environment
This project is about much more than just building an awesome car. The Chevy Montage project is all about women working together—to meet that end we’ve used frequent flyer miles, built sleeping quarters within the “Bogi’s Garage” building and raised funds through an Indiegogo campaign so that as many women as possible could gather in Phoenix to help with the build. For some, it was the first time they’d ever worked in a garage. For many, as females make up less than 2% of our industry’s work force*, it was the first time they’d worked next to another woman in the shop. This truck truly is a montage, painting a picture of the opportunities that exist in the automotive industry for all types.
WHY A BMW ENGINE IN A CHEVY?
Just as montage refers to the variety of women who gathered to build the truck, it also signifies the mash-up of a vintage, domestic platform powered by a modern, European engine. Not only is the BMW S62 a performance-oriented power plant, but it’s one of the last engines you’d expect to see under the hood of a Chevy pickup. Plus, Bogi started out her career in the industry as an A.S.E. Certified Technician working at a BMW dealership.
Bogi Lateiner has been a professional mechanic for 15 years, opening her own shop, 180 Automotive, 10 years ago. Her shop has always strived to hire female mechanics and educate consumers about their vehicles, including offering car care classes to women in the community. In keeping with her passion to educate and empower, Bogi also is co-host on Velocity’s All Girls Garage TV show, is a business consultant and instructor for WorldPac Training Institute and speaks at events to further share her passion and inspire.
The fall can be a very busy time for students and parents, with everyone rushing to get things done for the back to school season. One item which can fall off the to-do list easily is vehicle maintenance. Whether you're parent of a student in high school or you're heading off to college yourself, there is no better time than the back to school season to to do a thorough maintenance review on your car, or your teen's car to make sure it's ready for a great school year, too.
In order to avoid costly repairs or issues, go ahead and take a look under the hood of your vehicle and perform some basic checks:
It's good to check your tire pressure once a month. Use the pressures in your owner's manual or inside the driver's side door, not the ones on the tire's sidewall itself. Also check for tread wear using the old tried-and-true penny method (if Abe Lincoln's head clears your tire, you don't have enough tread), and check for signs of uneven wear, caused by alignment issues or over- or under-inflation. Check your spare while you're at it, and make sure it has plenty of air, and that you have a jack, a lug wrench, and booster cables on hand.
Finally, make sure to check your headlights (high and low beams), taillights, brake lights, and all turn signals. If any of them are out, replace the bulbs.
ASK ME YOUR CAR MAINTENANCE QUESTIONS! I'm excited to announce that I'm partnering with AskPatty.com to answer all of your car maintenance questions! Head over to AskPatty.com, click 'ASK THE EXPERTS' and fire away with your questions! As you all know, I'm just starting out on my own car journey, so let's learn together! I'll try my best to research and answer your questions the best I can.