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Wheeler dealers stumble upon women

April 3, 2014

salesman

Female car ownership has doubled in less than two decades and women buy more new cars than men in the US alone. Why are men still getting better deals? Despite different efforts from the industry, car trade remain the all boys club, following its own rules.

Studies discovered that men get several hundreds of dollars lower initial offers and even after bargaining women still end up paying more. Moreover, patronising approach or even mocking often turn car purchase into unpleasant shopping experience. No wonder when buying a car four out of five women take a man with them.

Since fifth of women shop online at least once a day, internet is becoming a game changer also for the automotive industry. Here however, the wheeler dealers stumble upon unexpected force. Women prove to be more aggressive negotiators online than in person and over 90% of us pass along information about deals and finds to others. Have wheeler dealers finally found their match online?

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From → Hic Salta

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