The image of the dealership as male territory is no longer true, and it was debunked once again.
Women are savvy car shoppers and capable buyers.
Anecdotally, I’ve heard women recall dealership personnel asking whether they wanted to wait for their husbands before purchasing a vehicle. Or passersby asking women in a luxury vehicle if it were her husband’s car or commenting that her husband must have a high-paying job.
But women are car-buying negotiators, and it’s paying off.
A Swapalease.com analysis of about 2,500 consumers showed that women often have lower monthly lease payments than men on similar vehicles.
Men paid 17 percent more than women on Toyota Corolla S and Camry LE models and 3 percent more on the Ford Explorer XLT and Chevy Equinox, Swapalease said.
There was no significant difference in the length of the lease taken out by men vs. women, Swapalease said.
“It may just be that women are savvier when it comes to negotiating,” said Scot Hall, executive vice president of operations at Swapalease.
In a separate 2014 survey of 1,000 consumers, one-third of female car shoppers said negotiating makes shopping “a fun process,” Swapalease said. Only a quarter of male shoppers felt the same.
On luxury vehicles, however, women pay, on average, 7 percent more on monthly payments than men.
“It gets down to the difference of segment and the attitude of that particular lessee,” said Hall.
With luxury vehicles, it’s “less need-based,” he said; the vehicle isn’t “a basic transportation need.”
Overall, women are showing their authority as independent consumers. And that confidence is saving them money.