Women are key auto decision makers: VACC

Women play a key role in vehicle purchasing, and automotive servicing and maintenance decisions in Australia, according to research by the Victorian Automobile Chamber of Commerce (VACC). Eighty-two per cent of women are involved in car purchase decisions and 49 per cent of total licence holders in Australia are women. In recognition of these facts, VACC is hosting a special event to educate automotive business owners about the rising value of the ‘femmeconomy’.

Organised and hosted by VACC’s Women in Automotive team, Marketing to Women will feature marketing expert and author, Bec Brideson, who will explain what motivates female purchasers and how best to reach and service them.

Also presenting will be Jillian Edwards and Cathy Wood from Braeside Automotive – a Melbourne workshop that focuses on servicing and maintaining the vehicles of female drivers – who will share their advice on what women want from their automotive servicing and maintenance experience.
Heading-up Women in Automotive at VACC is Dr Imogen Reid.

“It is clear that women are key decision-makers when it comes to automotive purchasing. The automotive industry needs to not only be aware of this, but to be proactive about customising their approach for female customers. Workshops such as Marketing to Women aim to educate the industry,” said Dr Reid.

VACC has been at the forefront of promoting women in automotive for many years, setting up a dedicated Women in Automotive team in 2000, which recognises and promotes the contribution women make to the automotive industry.

The female automotive industry workforce has remained static for the past five years, the latest figures indicating that the workforce is currently 19.5 per cent female. Women in Automotive is working to change that. Its activities include education and mentoring, networking opportunities, communications and the development of tailor-made courses for women in the automotive industry.

“Women in Automotive aims to celebrate the contribution of women and to provide a voice to the many great women in our industry,” said Dr Reid.