“Car Buying Her Way” Launched

Buying cars include both genders, male and female. And while we all know most men to be the peculiar group, a new website specially designed for the women has been launched through the partnership of WomenCertified and AutoNationDirect. Backed by customer research specific to women in the auto market, Car Buying Her Way (CBHW) unites the turnkey online sales platform of AutoNationDirect with WomenCertified’s women-friendly customer service approach.

The difference in the CBHW experience is manifold. First, all vehicles listed on CBHW site are offered at pre-negotiated pricing, providing a haggle-free and consequently less stressful car buying process. According to Edmunds.com, when asked to pick metaphors for the auto negotiation process, men picked “winning a ballgame” and a “wrestling match,” while women picked “going to the dentist.” The same study also showed that women are two and a half times more apprehensive about haggling over pricing than men are. Eliminating the need for negotiation, CBHW allows customers to connect with salespeople as partners rather than adversaries.

Next, CBHW customers are guided through the car buying process via phone and the web by a dedicated Personal Auto Shopper, each of whom have completed WomenCertified’s communication and customer service training.

“AutoNationDirect’s Personal Shoppers provide a complete concierge experience from start to finish, and they are fully trained to give the kind of service women expect and deserve”

(Source) Press