The number of women possessing a driving licence in the UK has risen by 34 per cent between 1976 and 2005, according to The Department of Transport . Women are also now one of the fastest growing groups of car buyers in the automotive retail market.
Research shows female customers are becoming even more car savvy, as retailers and salespeople now face tougher negotiators when it comes to agreeing on a price .
Women have brushed aside old reputations where cars were sought after by their colour or as a feel-good fashion accessory, and are now demanding in terms of reliability, and personal/family safety . It also seems that men's choices are being affected more than ever by their other halves, as they are finding it harder to convince their partners that high performance is a priority factor when looking for a new vehicle .
Women are equally doing more research into potential purchases, and with websites, such as that of Motorpoint providing greater transparency, they know what makes a good deal, and where large savings can be found.
Motorpoint has responded to the increased pressure on the demographic make-up of the salesforce - as a result of the surge in female buying power, by introducing saleswomen across their five UK sites.
Managing Director of Motorpoint, David Sheldon commented: "Both sexes have always had different requirements and buying behaviour, and we have recognised the benefits of having saleswomen at our premises. We have put specific training procedures in place to make sure the customer does not feel intimidated, which is something you may find with other mainstream retailers.
"Women feel more comfortable if they have the option of speaking to someone that can relate to their particular needs, and it is important that they do not feel disadvantaged in the car buying process," he added.
