Editor's Notebook: Gender May Influence Vehicle Selection -
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Editor’s Notebook: Gender May Influence Vehicle Selection

A report released earlier in the year by CarGurus shows that “guy” car and “girl” car stereotypes hold true, confirming the “love affair” that consumers have long had with their vehicles lives on, but also validating the influence of gender on vehicle preferences.

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Mary became editor of Tire Review in April 2019. She joined Babcox Media in 1988 as the senior editor of Brake & Front End. In her 32-year career with Babcox, Mary has contributed across the brand portfolio in a variety of ways, most recently serving as the editor of ImportCar before joining the Tire Review team. Her appointment to Tire Review makes her only the 10th editor of the brand in its 118-year history.

A report released earlier in the year by CarGurus (www.cargurus.com) shows that “guy” car and “girl” car stereotypes hold true, confirming the “love affair” that consumers have long had with their vehicles lives on, but also validating the influence of gender on vehicle preferences.

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CarGurus’ Fenders by Gender report shows that the men’s list is dominated by sports cars and rugged pickups, while the women’s list is topped by economy and mid-priced crossovers, with practicality (combined with style and durability) playing a huge role in vehicle choice.

Top 10 Cars Men Love

 

1. Porsche 911;

2. Chevrolet Corvette;

3. Dodge Ram Pickup 2500;

4. Suburu Impreza;

5. Mercedes Benz SL-Class;

6. Ford-250 Super Duty;

7. BMW M3;

8. Chevrolet Silverado 1500;

9. Toyota Tundra; and

10. Ford F-150.

 

Top 10 Cars Women Love

1. Nissan Rogue;

2. Ford Escape Hybrid;

3. Kia Rio;

4. Dodge Journey;

5. Nissan Armada;

6. Honda Fit;

7. Volkswagen Beetle;

8. Nissan Quest;

9. Dodge Avenger; and

10. Lincoln MKX.

While vehicle selection hinges on weighing price against value (quality construction, styling, handling, features, etc.), the same expectations likely hold true for your customers’ vehicle repair experience. The perceived value of their experiences at your shop, from the moment they enter the waiting area, to the time they pay their bill, weighs heavily on their future purchase decisions.

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So, how can you and your team provide value beyond expectations to earn your customers’ lasting loyalty and repeat business?

• Your employees are the face of your company. Make sure they expertly represent your shop’s principles, professional ethics, culture and customer service standards.

• Business is built on relationships. Customers will likely come back not only because of the quality repair but because of your people and how well they were treated by them. Your goal should be to create “customers for life.”

The service experience you offer is the one element that will set you apart from the competition — because it can’t easily be copied.

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