Female Car Buyers Are Lost In Translation

Women make up half of new vehicle buyers with Web access. But you'd never know it by visiting today's automotive brand sites. Women are less likely than men to speak car talk, yet words like "trim level," "power train," and "MSRP" abound on auto manufacturers' Web sites, particularly in build-and-price tools. So it's no surprise that women engage less with brand sites compared with men. To boost their competitive position with female consumers, brand site owners must do more to engage female site visitors by eliminating unnecessary steps in the build-and-price task flow, layering content based on automotive know-how, and adding car talk fluency as an attribute of female personas.