In a recent survey conducted by Citroën UK, it was revealed that the car buying experience is often tailored towards male customers, leaving many women feeling unwelcome and patronized in car showrooms. Nearly half of the women surveyed expressed that they felt their experience was geared towards men, while 44% felt patronized by male sales staff. Only 25% felt comfortable asking for help in a car showroom, highlighting a significant issue within the industry.
Despite the fact that women make up a significant portion of drivers in the UK, with almost 17 million women holding driving licenses compared to nearly 18 million men, there is a lack of representation and inclusivity in car dealerships. The survey also found that women are four times more likely than men to seek out a female member of staff when buying a new car, indicating a clear preference for a more female-friendly environment.
The lack of female representation in the automotive sector is a key factor contributing to the negative experiences reported by women in car showrooms. According to the Institute of the Motor Industry (IMI), only a quarter of people involved in the sale of cars and commercial vehicles in the UK are female. This gender gap not only alienates female customers but also limits the diversity and inclusivity of the industry as a whole.
Recognizing the need for change, some dealerships are taking steps to create a more welcoming and inclusive environment for female car buyers. One such dealership is Wink Cars, based in Tipton, West Midlands, founded by Jo Smith and Jodie Barber in 2021. With a mission to offer female car buyers a more comfortable car buying experience, Wink Cars has become a popular choice for both men and women looking for a stress-free purchasing process.
Smith and Barber believe that there is a growing awareness within the industry of the value that women can bring to car dealerships. They note that there is a push to have more women on the showroom floor, creating opportunities for those willing to enter the automotive sector.
In response to the survey results, Citroën UK’s managing director, Greg Taylor, emphasized the brand’s commitment to ensuring a positive purchasing experience for all customers. It is clear that there is a need for greater inclusivity and diversity in the automotive sector to better serve the needs of all customers, regardless of gender.
