Research reveals that many women feel they are at a disadvantage when looking to buy a car, due to their gender.
Data analysts at CDK Global fed 64,000 reviews into their natural language processing tool and discovered that 43% of women don’t trust the automotive industry and often describe their experiences very differently to men.
Customer reviews provide a valuable insight into understanding what people like and dislike about the dealership experience.
However, the words “stressed”, “overwhelmed”, “taken advantage” and “panic” were among the top ten words used by women when reviewing their in-dealership experience, with many saying they felt “unsure” or “stupid” in their Service and Sales reviews.
David Green, UK Region Vice President, CDK Global, said, “It’s already pretty well known that generally women are wary of dealerships, however our research highlights the scale of the issue.
“Not only do women make up a large percent of the buying population, they also influence even more car-buying decisions, which is why it’s so important for dealers to make sure they’re providing women with the right customer experience.”
