Women shoppers give Chrysler dealers a pat on the back
|Arlena Sawyers covers remarketing for Automotive News.|
The last couple of years have been brutal for all dealers, but it seems that Chrysler dealers, as a group, have had it harder than most.
This pat on the back is for them.
Women-Drivers.com ranked Jeep dealers No. 2 overall in its semi-annual report of Top Auto Brands as rated by women's dealership reviews. That put dealers selling the domestic truck brand just behind No. 1 Mercedes dealers but ahead of Lexus dealers at No. 3 and BMW dealers at No. 4.
What's more, Chrysler brand dealers took the No. 5 spot and Dodge dealers came in at No. 9. The only other domestic brand whose dealers were in the top 10 was Buick at No. 8.
Survey respondents based their scores on their dealership experience during vehicle purchase, while just browsing and having their vehicles serviced. Dealerships were rated and scored in each category and given an overall score.
Anne Fleming, president of Women-Drivers.com, says more than half of women new-car buyers visit three or more dealerships during the process. A woman's browsing experience determines where she will buy, she adds.
“No one captures the browsing information; even in CSI, browsing isn't scored,” Fleming says. “If she has a great browsing experience, she's going to come back. If she doesn't, she's gone.”
Fleming says Women-Drivers.com attracts 100,000 unique visitors a month.