Editor’s Notebook: Gender May Influence Vehicle Selection

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.

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.

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.

When Your Shop Is Worth Much More Than You Thought

Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.

Case Study: Owner of San Francisco-based Import Service Shop Delighted to Discover Just How Valuable His Business is to Qualified Buyers
I sometimes share case studies of the clients I have been able to assist in my role as an aftermarket business broker and provider of intermediary and advisory services. I do that when I think the story will provide a reader in similar circumstances with new insights or helpful information.
In the case of Cowden Automotive, Inc., I acted in a consulting capacity assisting the owner and his broker in valuing the business, creating a marketing plan, finding a qualified buyer, and arranging financing for the sale.
Although every sale of a shop in which I am involved has its own unique set of circumstances, which makes my job both very interesting and very challenging, Cowden Automotive stands out as particularly memorable because I was able to demonstrate to the long-time owner, Paul Cowden, that his business was worth about three times what he had initially thought.
Needless to say, delivering that kind of good news to a shop owner is a rewarding experience. Discovering that the sale of his business would result in his retirement nest-egg being substantially larger than he had ever thought was a fitting tribute to someone who had spent his entire working career as a busy automotive service shop owner.

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