Automotive Retailing Today

McLean, Va. (February 6, 2007) — It is a common misperception that most women bring men to car dealer showrooms out of apprehension or a lack of confidence in buying a car. A study commissioned by Automotive Retailing Today (ART), a coalition of major automobile manufacturers and dealer organizations, and conducted by Harris Interactive®, shows that women bring their spouses or partners to shop with them because it is a family investment requiring serious deliberation. Few bring men because they feel intimidated by the process, according to the study. The study also showed that customers in general continue to rate their car buying experience positively.

“While satisfaction levels are high, dealers are not resting on their laurels,” notes Carter Myers, ART Chairman. “We continually strive to improve.”

The research was conducted between July and August 2006 and surveyed 932 new car buyers, 108 shoppers, 694 non-shoppers and 101 professionals involved in automotive media. Findings include:

Women rate the purchase experience highly (87 percent had a positive experience / 92 percent were satisfied with their overall experience) and exhibit confidence in buying vehicles;
91 percent of new car purchasers (men and women) were satisfied (extremely, very or somewhat) with their purchase or lease experience;
Minority vs. non-minority overall shopping experiences remain positive (85 percent versus 84 percent); and
Shopping multiple dealerships is a function of seeking the best price (46 percent) or obtaining a specific vehicle (66 percent).

Women's Buying Experience
By gathering scientific data about customers, the study easily debunks old myths about gender differences in the auto-buying experience. Lifestyle was the most-cited reason why women said they brought a man with them to a dealership:

Man was their spouse/significant other (39 percent);
Man was more knowledgeable (15 percent);
We share the decision-making (13 percent); and
We shop/do things together (8 percent).

Less than 1-in-10 women who brought a man with them said they did so out of discomfort with the dealership process.

An Informed Customer Benefits Most
Although an informed customer benefits most, many don’t do their research before they shop for a car. The Internet continues to aid in the decision-making process and has become a major tool for consumers. Half (51 percent) of new car buyers have researched online and the number of consumers who check prices online continues to increase. A majority among those under 45 years old (63 percent) use the Internet to gather vehicle purchase information.

But, only 21 percent of the women surveyed who shopped for a car or truck researched financing options before they went into a dealership.

“The auto industry is one of the most competitive industries in the world,” continued Myers. “With so many rivals vying for the car buyer’s business, it’s the educated customer who ultimately benefits. Informed consumers are uniquely positioned because they can negotiate with strength and confidence.”

Dealers Offer Advice on Making Your Car Buying Experience Pay-Off
Separate from the survey findings, there are many excellent resources that already exist for consumers looking to buy a car. The following checklist is what dealers suggest to make the car buying experience pay-off.

Do Your Homework: An informed customer increases bargaining power.
Shop for Financing: Know your eligibility, shop around and seek pre-approval. Rates can be negotiable.
Research Options: What extras do you really need? What is the additional cost?
Educate Yourself on Rebates and Incentives: Paying attention to ads and factory incentives can help save money.
Understand Trade-in Values: Values of vehicles vary day-by-day and by dealership.
Test-drive the Vehicle: Test drive the exact type of vehicle you want to purchase.
Set a Realistic Budget: Before you enter negotiations, set a realistic limit for yourself.
Make Sure Everything is Agreed to in Writing: For the protection of both you and the dealer, put everything in writing and review everything before signing it.

Since 1998, Automotive Retailing Today has been measuring perceptions of the auto-retailing marketplace using a unique survey that interviews buyers, shoppers, non-shoppers and the media. For a copy of the complete survey, methodology and for past surveys, visit: . www.autoretailing.org/research.

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About ART
ART, a coalition of all major automobile manufacturers and dealer organizations, works to promote a better understanding of the retail side of the automotive industry and to build stronger customer relationships through shared research and development programs. ART attempts to dispel outdated perceptions of franchise auto dealerships and automotive careers.For more information, visit www.autoretailing.org or www.autocareerstoday.org

About Harris Interactive®
More information about Harris Interactive may be obtained at www.harrisinteractive.com.



		Kicking the Tires in Heels Survey Shows Women More Confident and Satisfied Than Ever With Their Car Buying Experience Contact: Denise Patton-Pace, (703) 845-1153 McLean, Va. (February 6, 2007) — It is a common misperception that most women bring men to car dealer showrooms out of apprehension or a lack of confidence in buying a car. A study commissioned by Automotive Retailing Today (ART), a coalition of major automobile manufacturers and dealer organizations, and conducted by Harris Interactive®, shows that women bring their spouses or partners to shop with them because it is a family investment requiring serious deliberation. Few bring men because they feel intimidated by the process, according to the study. The study also showed that customers in general continue to rate their car buying experience positively. “While satisfaction levels are high, dealers are not resting on their laurels,” notes Carter Myers, ART Chairman. “We continually strive to improve.” The research was conducted between July and August 2006 and surveyed 932 new car buyers, 108 shoppers, 694 non-shoppers and 101 professionals involved in automotive media. Findings include: Women rate the purchase experience highly (87 percent had a positive experience / 92 percent were satisfied with their overall experience) and exhibit confidence in buying vehicles; 91 percent of new car purchasers (men and women) were satisfied (extremely, very or somewhat) with their purchase or lease experience; Minority vs. non-minority overall shopping experiences remain positive (85 percent versus 84 percent); and Shopping multiple dealerships is a function of seeking the best price (46 percent) or obtaining a specific vehicle (66 percent). Women's Buying Experience By gathering scientific data about customers, the study easily debunks old myths about gender differences in the auto-buying experience. Lifestyle was the most-cited reason why women said they brought a man with them to a dealership: Man was their spouse/significant other (39 percent); Man was more knowledgeable (15 percent); We share the decision-making (13 percent); and We shop/do things together (8 percent). Less than 1-in-10 women who brought a man with them said they did so out of discomfort with the dealership process. An Informed Customer Benefits Most Although an informed customer benefits most, many don’t do their research before they shop for a car. The Internet continues to aid in the decision-making process and has become a major tool for consumers. Half (51 percent) of new car buyers have researched online and the number of consumers who check prices online continues to increase. A majority among those under 45 years old (63 percent) use the Internet to gather vehicle purchase information. But, only 21 percent of the women surveyed who shopped for a car or truck researched financing options before they went into a dealership. “The auto industry is one of the most competitive industries in the world,” continued Myers. “With so many rivals vying for the car buyer’s business, it’s the educated customer who ultimately benefits. Informed consumers are uniquely positioned because they can negotiate with strength and confidence.” Dealers Offer Advice on Making Your Car Buying Experience Pay-Off Separate from the survey findings, there are many excellent resources that already exist for consumers looking to buy a car. The following checklist is what dealers suggest to make the car buying experience pay-off. Do Your Homework: An informed customer increases bargaining power. Shop for Financing: Know your eligibility, shop around and seek pre-approval. Rates can be negotiable. Research Options: What extras do you really need? What is the additional cost? Educate Yourself on Rebates and Incentives: Paying attention to ads and factory incentives can help save money. Understand Trade-in Values: Values of vehicles vary day-by-day and by dealership. Test-drive the Vehicle: Test drive the exact type of vehicle you want to purchase. Set a Realistic Budget: Before you enter negotiations, set a realistic limit for yourself. Make Sure Everything is Agreed to in Writing: For the protection of both you and the dealer, put everything in writing and review everything before signing it. Since 1998, Automotive Retailing Today has been measuring perceptions of the auto-retailing marketplace using a unique survey that interviews buyers, shoppers, non-shoppers and the media. For a copy of the complete survey, methodology and for past surveys, visit: . www.autoretailing.org/research. ### About ART ART, a coalition of all major automobile manufacturers and dealer organizations, works to promote a better understanding of the retail side of the automotive industry and to build stronger customer relationships through shared research and development programs. ART attempts to dispel outdated perceptions of franchise auto dealerships and automotive careers.For more information, visit www.autoretailing.org or www.autocareerstoday.org About Harris Interactive® More information about Harris Interactive may be obtained at www.harrisinteractive.com.