Women play a significant role in vehicle sales
Women in need of a new little black dress hurry to shopping malls where they can find many choices. Shopping for a car is no different. The more choices, the better the choice.
The San Francisco Chronicle International Auto Show will display more than 600 vehicles from the world’s major manufacturers. The 58th annual show opened Saturday and runs through Nov. 29 at the Moscone Convention Center.
“I am not really into cars, but I was in San Francisco last year to spend Thanksgiving with my son, Christopher, and daughter-in-law, Judy, and wandered into the car show, which was near my hotel,” Southern Californian Anne Johnson said. “It was wonderful, very educational and no one was pushy.”
Sales are not permitted at the show, which means no haggling, just manufacturers’ representatives on hand to answer questions.
The show is the place to make comparisons — to kick the tires, as the old saying recommended. You can slam the doors, sit in the cars, sniff that new car smell and see the actual colors.
Former Ford Motor Company Business Development Specialist Rob Louisell compared the car show to a smorgasbord.
“It’s a buffet of choices in one location, under one roof,” said Louisell. “The buyers can look and touch with no pressure for a sale.”
Some manufacturers will even put you in the driver’s seat. Mazda, Mercedes-Benz, Smart and Toyota are offering ride and drives. Pacific Gas and Electric’s ride and drive will provide you with the opportunity to test drive many of the production electric cars currently on the market and the PG&E display offers information on the cost of electricity for the owners or prospective owners of electric vehicles. (Go to www.sfautoshow.com for dates and times for ride and drives).
Ford will offer truck test drives, as well. The F-150 trailering demon-
strations and test drives allows show attendees the opportunity to see and test new technology to assist drivers to back-up trucks hitched to trailers.
Although truck design is skewed more toward men, women play a significant role in a purchase by a male buyer, according to Nick Cappa, of Ram public relations.
However, more and more women without partners are buying cars.
“Over the past 20 years, we have seen an increase in singlewomen households buying car insurance,” Farmers Insurance agent John Conners said.
The California New Car Dealers Association, which supports the car show, encourages women to actively participate in the purchase of new vehicles.
Serious shopping for a car should include the show, but preparations begin before you step through the door. Some suggestions 1. Keep an open mind. Reviewing something on the Internet or seeing an ad in Marie Claire is not the same as trying on that little black dress. Deciding you want a particular car after looking at pictures doesn’t compare to sitting inside it — and finding out if it really fits you.
2. Also consider how the car would fit into your life. A sporty two-seater just isn’t practical for a soccer mom, but may be perfect for a single business woman.
3. Decide ahead how much you are willing to spend and go to the bank to make sure you can get the financing.
4. Set priorities. You wouldn’t go into a business meeting without preparing or shop for Thanksgiving dinner without a list.
5. Don’t forget to calculate the cost of the add-ons, such as insurance and maintenance. Do you really want all those gadgets, especially if they are optional?
6. Check resale value. It speaks to the quality of the vehicle and as the quality image goes up, the value goes up.