Auto Estrogen

In an interview with Ed Brown, the founder of Core Edge Image & Charisma Institute, an educational company that helps individuals develop charisma, Brown states that there is a connection between the car we drive and the perception people have of us. “Your car goes where you go and is an outward expression of who you are. The world revolves around style and substance, but it’s not enough just to have substance you must also have style,” states Brown.

With that being said, what does your car say about you? Consider the color, the style, the make and the model all as an outward expression of who you are. People buy cars because they need them, but when they’re in them they usually want to make a statement, “I’m fun, outgoing, successful, thoughtful, considerate, powerful, etc.

What we drive offers, if nothing but a superficial glimpse of who we are, what we like, and how we expressive ourselves outwardly.

When we go out we want to look our best, from the clothes that we wear to the bag that we carry. We understand the importance of our accessories, the image we’re portraying and what we want to say to the world around us. The car we drive, our largest, mobile accessory, portrays a significant image.

Research shows that when it comes to car buying, women in general, consider affordability, security, and safety in their purchases, while men think power and luxury.

Cute, practical cars such as the Mitsubishi Eclipse, Saturn L300, and Toyota RAV4 where among some of the top sellers for women while high powered cars like the Acura NSX, Dodge Viper SRT-10, and Mercedes Benz S55 AMG are among some of the top sellers for men according to the Forbes.com article, What Your Car Says About You.

See my full article Cars, Image & Style: Are You What You Drive and listen to the interview with Ed Brown on Auto Estrogen Live!

At the dealership that is. A conversation with a young lady prompted this question. She had recently purchased a car and had a really good experience, but only after visiting a total of 10 different dealerships. How many dealerships does a woman have to visit before she’s satisfied enough to buy? That’s the specific question to the general one: Are women satisfied with their dealer experiences?

I don’t know the full answer to that, but I can tell you that I’ve talked to a lot of women. Just yesterday I was having a conversation with a woman who is interested in hosting a Car-Buy-Her Auto Clinic for Women. After we finished our talk regarding the clinic, she shared her experience with the dealership she purchased her car from. Do you have training for them too, she asked, because I walked our of their dealership. She went on to share that the services department was really good but there was certainly some needed training when it came to the sales staff. I understand. I’ve heard it before. And yes, we do offer training for dealerships.

A recent survey conducted by Consumer Reports National Research Center found that overall car buyers are largely satisfied with their dealership experiences when buying a new or used car. Fifty-seven percent of respondents said they were very satisfied with their experience, with another 31 percent saying they were somewhat satisfied. The survey noted that satisfaction rates increased with age and household income, which are probably influenced by the consumer’s accumulated experience with the car-buying process and possibly by the purchase of higher-end models. The same survey found that ten percent said they were somewhat or very dissatisfied. This was a random, nationwide telephone survey of 2,000 households conducted during October of this year.

However in a poll of 12,000 women conducted by Car Max, car buying was found to still be a hassle for women. When it came to Ms. Alexander, the enthusiastically determined car buyer that visited 10 dealerships, the majority of her dissatisfaction was from her interactions with the sales staff. At one dealership the salesman yelled at her and at another dealership, the salesman kept showing her models she wasn’t interested in then walked away.

Why is that I’m hearing the same complaints from women? Why aren’t women getting the satisfaction at the dealership they should when clearly they are a huge buying force within the industry? I’m still asking this question. I’m yet to find the answer.

Statistics say that more than 65% of customers that take their vehicles to repair shops are women and women spend approximately $300 billion dollars on used car sales, maintenance, repairs and service, but for many women maintaining a car can be troublesome and problematic. So I wanted to talk about that. Here are some of the questions women have when it comes to auto repair:

1. What do I need to know about auto repair?
2. How do I find a good mechanic?
3. What are some general principles/rules for maintaining my car?
4. How can I become more knowledgeable?
5. How can I squeeze car maintenance into my busy routine?

To help answer some of these questions, I spoke with Towanda Cooper, owner of
Cooper Automotive Repair, Inc. Towanda has over 20 years of experience in the vehicle maintenance and repair industry, which has provided her with a very broad knowledge base. Towanda’s many strengths include her unique ability to accurately diagnose and repair mechanical problems on American and foreign-made vehicles. Here’s my interview with Towanda:

Car-Buy-Her: One of the things that you have said in the past that has really helped me a lot and many of the women in our auto clinics is that you (meaning the mechanic) is not the expert, but that the woman (the driver) is actually the expert. Can you talk a little about that because I think many women would find that somewhat comforting?

Towanda: What I mean by that is that women (the driver) are the ones that know their car best. Not their spouses or the mechanics. Women are the ones that drive their cars every day and have a better feel for the car.

Car-Buy-Her: What can a woman then do once she knows somethings wrong with her car and she had to take it into the repair shop? How can she feel more comfortable going into the auto repair shop?

Towanda: I recommend that when you start hearing a noise or something like that, look at your speedometor and notice the speed. If you notice a smell, be able to tell them how it smells. Don’t use terms like I don’t know. Be as specific as possible. Also, ask to ride along with the mechanic so the two of you are hearing the same things.

Car-Buy-Her: Are there some key things that women need to know, som general principles or rules for keeping your car up?

Towanda: Get to know your car and do maintenance check-ups on time.

Car-Buy-Her: Speaking of time. Women tend to be very busy and are often challenged by that and maintaining their cars. What strategies or tips can you share to help women begin to incorporate maintenance more naturally into their daily routine?

Towanda: Keep a log of maintenance. Add repairs and schedules to your daily planner or palm pilot. Pay attention to your owners manual. Schedule maintenance just like you schedule anything else.

Car-Buy-Her: Can you share tips for preparing for the winter months?

Towanda: Two particular things come to mind for winterizing. 1. Check the state of your battery and make sure that your battery can make it through the winter months. You can go to an auto parts store and have your battery checked. 2. Check antifreeze to make sure that it can make it through the winter months. You can purchase an antifreeze tester.

Car-Buy-Her: A big concern women have at our clinics is safety and what happens if they are on the road and their car stops. Can you talk about the idea of the emergency kit?

Towanda: What I consider an emergency kit is having in your car: A quart of oil, transmission fluid, a toolkit, a gallon of water, and a flashlight.

Car-Buy-Her: From your standpoint working on cars on a regular basis, are there some additional thoughts and points you can share for maintaining our cars and being on the road?

Towanda: I want to point out the importance of keeping your tires maintained. Tires must be properly inflated and could cause drive-ability problems if the tires are low. Keeping your tires aired up helps your brakes out as well. When tires are low you put more pressure on your braking system. Make sure you have antifreeze in your car because that helps your heating system.

Car-Buy-Her: Let’s say I’m a woman and I want to become more familiar with my car and more knowledgeable, what are some things I can do today to jumpstart that process.

Towanda: A good start is to attend one of the Car-Buy-Her auto clinics for women. I also recommend reading your owners manual. Also don’t be afraid to talk to the mechanic and ask questions.

Car-Buy-Her: As a mechanic, what should a woman look for when looking for a good mechanic or some questions we should ask to find a good mechanic?

Towanda: The first thing I would recommend is checking with the Better Business Bureau to make sure there are no complaints. Also the auto industry has a certification program for mechanics called ASE so if you go into a shop make sure that they have ASE certified mechanics on duty. In addition you can ask your friends for referrals.

To hear the live interview, visit www.blogtalkradio.com/auto-estrogen

Don’t like going to dealerships? I understand. Many women don’t. But you need a car so what can you do about it? There are some alternatives that you might consider. In our latest segment of Auto Estrogen Live, our extended radio version of our blog, I discuss several considerations to help you stay off the dealership lot.

Here’s a list along with a podcast of the show for you to listen to:

1. Shop online- Make your car buying experience less frustrating and more convenient by spending more time online before going into the dealership.

2. Consider an Auto Broker- Consultants that help you buy a new or used car or help you get into a lease. These individuals can save you time, money and frustration if you can find a really good one.

3. Buy Private Party - Talk to friends and relatives, take a drive around your community,
and look in the classifieds of your paper. There are always individuals looking to sale a car and you can often get better deals shopping this way than with the dealership.

4. Visit a car auction - Auto auctions are interesting and exciting ways to purchase a car. A unique experience that has to be carefully facilitated.