Dec
12
What Inspired HerCar.ca?
Filed Under About HerCar.ca
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Loading ...Whether by choice or circumstances many people are on their own these days. Canadian women are no exception. More than ever, women have their own lives, careers, homes — and a larger portion of income to do it all with. So when it comes to purchasing or servicing a vehicle, why is it that many women are hesitant about going it alone?
In my observation, there is one missing piece. Understanding. Not just a list of facts and stats, but true understanding.
For women, perhaps it is a lack of interest in what has been traditionally considered “guy stuff” combined with our desire to not be taken advantage of that makes us either needlessly unsure or overly defensive. The other day, while getting my vehicle serviced I saw a woman make a scene while dealing with an auto representative, only to finally come to fully understand the issues and retract her assumptions. Yes, knowledge could help, but where do we find the resources we need?
For automotive professionals, there is the desire to appeal to women — to help us understand the industry and products and feel comfortable — but it is a lack of knowledge of what women really need to know or how we want to be treated which can lead to some negative experiences. When it comes to shopping for a new vehicle, the rainbow of paint colours and the placement of the vanity mirror are not my key concerns, and I suspect I’m not alone. When a vehicle is specifically targeted at women, all too often its advertising likens the vehicle to a fashion accessory, including disappointingly few actual facts. Yes, it is possible to go through the purchasing process having “learned” very little, again forgetting about cars until the next time we have to deal with it.
So here is the point: In order to make an educated decision, a person must be prepared for the types of decisions she will have to make, and be honest and communicative about what she does and doesn’t know when purchasing and servicing a vehicle. Assembling a directory of resources and knowledge will (I hope) enable any novice automotive customer to be confident and articulate, rather than feel sheepish or combative.
Secondarily, it is my hope that through my posts and your comments automotive professionals will be better prepared to effectively assist women.
So let’s get to it.