Women Buying Cars

Women buy 54% of the cars in the United States and influence 84% of all vehicle purchase decisions. Yet, women often dread the car-buying experience. Why? Some car salespeople believe that women don't know much about cars or the car buying process and then take advantage of that. Even when women are informed and savvy, they often encounter different treatment from men and have a harder time getting what they want.

So, as a woman, how do you combat this unfair treatment? Read on to find out.

Why Women Sometimes Dread the Car Buying Experience

Women sometimes dread the car-buying experience for good reason. In some instances, women are ignored, patronized, or just plain ripped off at car dealerships. And a lack of knowledge about cars and the car buying process isn't always the culprit.

In a study conducted by two economists in Chicago, car dealers quoted higher prices to a test group of women than to a similar group of men, even when those women came to the dealership armed with the same information as the men and followed the same "script" as the men.

How to Avoid an Unpleasant Experience at the Dealership

Here's how to avoid a bad experience when buying a car:

• First, get informed.
• Second, let the salesperson know you are knowledgeable and want solid information.
• Third, learn how to negotiate effectively.
• And last, if the salesperson isn't giving you the service you deserve, find another salesperson or even another dealership.

Get Informed: Do Your Homework

The cardinal rule for any car buyer is to do research before walking into a dealership. The importance of this rule is doubled for women.

• Decide what you want. Before you enter any dealership, get online or read auto magazines and decide what car you want. Think about your lifestyle, driving habits, and financial situation, and narrow your search to cars that fit your needs. Then, do some comparison shopping. There are many private and government websites that provide useful information about vehicle reliability, gas efficiency, and many other aspects of cars.
• Learn about your chosen cars. Once you have narrowed your search down to one or a few cars, read as much as you can about them. Learn about the pros and cons of the vehicle, compare the model year you are looking at to other model years, and read reviews of the car. Make a list of all the features that you like and don't like and write down questions to ask the dealer.
• Decide on trim line and extra features. Be sure to research the differences between the trim lines and find out what "extras" are available. Decide ahead of time what you want and don't want. Sales personnel love to persuade buyers (especially women) that they really need the extra fabric guard for $700, the added security system for $950, and the extended warranty for $2,200.

Let the Salesperson Know You Mean Business

Once you're armed with research, it's time to hit the dealerships. Walk in confidently, ask for a salesperson, and tell them what car or cars you would like to see. Follow these tips to get good service and good information.

• Make sure the salesperson knows you're informed. Some women have reported that sales personnel will spend hours talking about insignificant features (like seat colors) and never provide information about the things that are more important to the buyer. Head off chat about colors and cup holders as quickly as possible by asking questions that let the salesperson know you have done your homework and that you want solid information about the warranty, vehicle reliability, horsepower, gas efficiency, or whatever else concerns you. If reviews have flagged some issues with the car, ask the salesperson about them.
• Take notes. Take notes on important information and jot down what you did and didn't like about the car.
• Test drive the car. Take the car for a test drive. Turn the radio off, drive on both freeways and surface streets, test the air conditioning, listen for noises, pay attention to seat comfort, and take note of anything else that is important to you.
• Take used cars to a mechanic. If you're looking at a used car, get an inspection by an independent mechanic.

Negotiate

Once you've decided on the car you want, it's time to negotiate. Don't assume that the price quoted, even if the car is on sale or discounted, is the lowest price the dealer will accept. In fact, the quoted price might be jacked up quite a bit.

If you have never negotiated before, read a few books or articles on negotiating. Here are some tips:

• Don't spill your financial information or bottom line. The minute you walk into the dealership, the salesperson will try to find out how much you are willing, or able, to pay and what your financial situation is. Don't reveal anything—no discussions of your top price tag or your maximum monthly payment.
• Find out what the dealer paid for the car. Negotiate "up" from what the dealer paid, not "down" from what the dealer is asking.
• Use the internet. Email the internet sales departments of all dealerships within driving distance of your home and ask for prices on the exact car you want. Let them know you're willing to order a car rather than settle for one on the lot that doesn't fit your criteria. This is a great way to get the dealerships to bid against each other without having to visit each showroom.
• Negotiate price, not payments. Negotiate the price of the car and stay away from discussions of what that will mean in terms of monthly payments. Only when you have settled on a price should you discuss financing.
• Take your time. When it comes to negotiating, time is your friend. Make an offer that's lower than what you're willing to pay. If the dealer doesn't accept it, tell the salesperson how to reach you and then leave. The salesperson will likely get back to you within a few days with a new offer. Then, it's your turn again. Keep going until you get a fair price. The whole process can take days or even a week or more. Usually, the longer you negotiate, the lower the price goes.

Don't Be Patronized

Even if you display confidence and knowledge, some salespeople still won't take you seriously. Women recount stories of sales personnel ignoring them, failing to get them information they've asked for, or refusing to speak directly with them and instead addressing a man that accompanies them. If this happens, switch salespeople or go to another dealer.

Today, more than ever, there are dealers and salespeople that want, and will work for, your business. Find those dealers, and then tell your friends about them.

More Information

To learn more about buying a new or used car, see Nolo's Encyclopedia of Everyday Law, by the Editors of Nolo, a handy guide that contains information about cars and driving, as well as other legal topics affecting the average American.