My business partner, Michelle Lundy, spent over 20 years running car dealerships before she started Women’s Automotive Solutions.  She watched hundreds of smart, successful women walk into her dealerships to buy cars.  These women were doctors, lawyers, bankers, and business owners.  They owned homes, managed their family finances, and negotiated business deals.  Yet, most of them felt like they needed to bring a man with them to buy a $30,000 car.  But why?

If you ask a random sampling of women how they feel about car shopping, most would rank it right up there with a root canal.  Many women say that the dealers “take advantage” of them or don’t treat them with respect.  Others are uncomfortable with the high-pressure negotiating process.

Research shows that women pay $500 - $1,000 more for cars then men.  In fact, women pay 46% more for goods and services in general than men.  (Similar statistics are true for Blacks and Hispanics.)  Think about it.  We pay more for hair cuts.  We pay more for clothes.  We pay more for dry cleaning.  And, we pay more for cars.  Why?  Because we allow it!  We DON’T ASK for a better deal. 

In her book, “Women Don’t Ask”, author and economist, Linda Babcock, reveals some interesting statistics:

• 2.5 times more women than men said they feel “a great deal of apprehension” about negotiating
• Men initiate negotiations about four times as often as women
• When asked to pick metaphors for the process of negotiating, men picked “winning a ballgame”, while women picked “going to the dentist”
• Women will pay as much as $1,353 to avoid negotiating the price of a car

So, why don’t women like to negotiate?  Are we just wired differently than men, or is negotiating an acquired skill?  According to experts, it’s a little of both.  Women are more relationship-based than men.  When we spend time with someone, even a car dealer, we think that a relationship has been established.  We feel guilty if we don’t give them our business.  Men are better able to separate the relationship from the negotiation.  A male customer and a salesman may get to know each other during the negotiations, but if the numbers don’t work out, the male customer walks away from the deal - guilt-free.  

Babcock believes that society is to blame for teaching women that it is not appropriate or “lady like” to be assertive.  We are supposed to put the needs of others before our own.  Young girls are encouraged to play “house” and other cooperative, compliant games while boys are encouraged to compete and to “win”.    When a man displays initiative, he is considered a “go-getter”.  A woman displaying the same behavior is considered “pushy” and “aggressive”. 

Does this mean that women are less capable negotiators than men?  Hardly.  Women simply take a different approach, one that is more “collaborative” than “competitive”.   Women are more likely than men to listen to the needs and concerns of all parties involved and look for a win-win scenario.  This approach allows women to develop long-term relationships without burning as many bridges as men, who tend to focus on short-term gains.  

Unfortunately, this collaborative approach does not always serve us well in the car buying process, which is short-term and adversarial by design.  What can we do to be better car negotiators?  Stay tuned for our next article, “5 Tips for Tough Negotiating”.

Of course, we must be careful not to make too many generalizations.  Not all women are intimidated by the negotiation process.  (We car chicks obviously don’t mind it!)  Nor do all men enjoy haggling.  After all, 60% of Women’s Automotive Solutions clients are men!

If you don’t like to negotiate, that’s ok!!!  You don’t have to.  You have “people” to do these unpleasant things for you.  Just call Women’s Automotive Solutions, and we’ll do all the haggling and get you the best deal.   We make car buying easy!

Redesigned for 2009, the Subaru Forester has become more like an SUV, but it still retains much of the charm of the old, beloved wagon.  Still based on the same platform as the compct Impreza, the 2009 Forester has a slightly longer wheelbase, is an inch taller, and has more ground clearance than last year’s model.  It still has its car-like handling, but with more legroom and cargo space.

The new Forester is powered by a 2.5-liter four-cylinder engine that makes 170 horsepower and 170 pound-feet of torque. A turbocharged version is also available that puts out 224 hp and 226 lb-ft of torque.  Most Foresters come with an automatic transmission, but some trims are available with a 5-speed manual.   The Forester comes standard with Subaru’s famous AWD, and it gets an estimated 20 mpg city/26 mpg highway (19 city/24 highway for the turbo).  The Forester also keeps your family safe with standard antilock brakes with brake assist, traction/stability control, front seat side airbags as well as front and rear side curtain airbags.

The 2009 Subaru Forester is available in five trim levels: 2.5X, 2.5X Premium, 2.5X Limited, 2.5XT and 2.5XT Limited. The base 2.5X is comes standard with 16-inch steel wheels, keyless entry, cruise control, power windows/locks and a four-speaker CD audio system with an auxiliary audio jack. The Premium package adds 17-inch alloy wheels, roof rails, a power sunroof and a reclining rear seatback.  The 2.5XT model gives you 17-inch alloy wheels, a sunroof and rear spoiler, fog lights, roof rails, a telescoping steering wheel with audio controls, reclining rear seats and a six-speaker / six-CD audio system. The 2.5XT Limited adds heated mirrors, automatic climate control, a power driver seat, heated front seats, and full leather.  A navigation system is optional on both Limited models.

The improvements to the Subaru Forester earned it the 2009 Motor Trend SUV of the Year award.  Combine that with Subaru’s solid reliability history and commitment to “green” manufacturing practices, and you have truly a unique and special family vehicle.

One of the most important jobs you have as a parent is keeping your child safe when riding in a vehicle. Yet, each year thousands of young children are killed or injured in car crashes and other vehicle-related incidents. Here are eight tips for keeping your little ones safe in the car:

1.  Buy a Safe Car - Selecting a safe vehicle is one of the most important things you can do to protect your family.  Seems like a no-brainer, right?  Surprisingly, most people put safety very low on their priority list when shopping for a car.    Don’t automatically assume that SUVs are safe, as large vehicles are difficult to control and are more prone to rollover.  A small SUV, wagon or sedan may be a better choice.  If you are considering an SUV, look for one with a low rollover risk.  Look for a vehicle with five star safety ratings for both front and side-impact crashes, and make sure it comes equipped with front and side curtain airbags (for all seats), anti-lock breaks, stability control, independent suspension, and a tire pressure monitoring system.  Still not sure what to buy?  Women’s Automotive Solutions can help you pick the perfect vehicle and get a great deal!

2.  Maintain Your Vehicle - Keeping your car in good mechanical condition is essential for avoiding accidents and other mishaps that could endanger your children.  Have your brakes (rotors and pads) inspected regularly by a qualified technician.  Good tires are just as important as good brakes, so select quality tires and replace them when the “tread wear bars” become flush with the tire’s tread.  Finally, keep your windows and mirrors clean to maximize visibility.

3.  Be Prepared - Keep emergency supplies in your car in the event of an accident or breakdown.  The Department of Homeland Security recommends stashing a supply of bottled water, a flashlight, flares, blankets, gloves, non-perishable snacks, and a first aid kit in your trunk.  If you find yourself on the side of the road, keep your children locked inside the car until the situation is resolved so they don’t wander into traffic.

4.  Manage Distractions - Nearly 80 percent of car accidents or near-accidents are caused by distracted drivers, according to the Insurance Institute for Highway Safety.  Avoid using your cell phone while driving, even if it’s hands-free.  Reduce child-related distractions by keep the kids entertained with books, games or movies.  Remind them that Mommy (or Daddy) needs to watch the road, and then reward them for good behavior.  (Bribery is perfectly acceptable here.)

5.  Just Breathe - When the kids are fighting, you’re running late, and the person in front of you is going 10 miles under the speed limit, it’s pretty easy to lose your cool.  Road rage leads to tailgating, abrupt lane changes, and slamming on the brakes, which endanger children and teach bad driving habits.  Elaine Masters of http://www.DrivetimeYoga.com suggests using Yoga-based breathing and small stretching exercises for reducing stress behind the wheel.

6.  Select the Right Car Seat - Car safety seats reduce the risk of death by 71% for infants and by 54% for children ages one to four years.   All current car seats (6 years old or newer) pass government safety standards, so the safest seat is one that fits your child, fits your vehicle, and one you will use correctly every time.  Be wary of used car seats that may have been in a crash, that show any cracks or damage, or are missing labels, model number, manufacturing date, instructions or parts.  Never put thick towels or any compressible material under a car seat, as this can reduce the safety of your installation.

7.  A Snug Fit is Best - Car seat harnesses should fit snugly with no space between the child and the straps.  Winter coats and blankets underneath safety restraints are dangerous because they compress in a crash, creating slack. This extra space can cause a baby or toddler to slip through the straps during a crash.  If you need to keep your child warm, try a Baby Bloak™!  Invented by “mompreneur” and TheCarMommy.com blogger, Jennifer Albin, the Baby Bloak is a snuggly, hooded blanket designed to fit over a car seat’s safety restraints.  Check it out at http://www.TheBabyBloak.com!  

8.  Don’t Forget Your Kid - Accidentally leaving your baby in the car seems so unimaginable, most of us think, “How could any parent do that?”  Tragically, over 300 children have died from heat exhaustion in the United States over the last 10 years after being left in a hot vehicle for several hours.  Kidsandcars.org, an advocacy group for child vehicle safety, suggests always putting something you’ll need for work, such as a cell phone, handbag, or employee badge on the floor of the back seat, near the child.  Or, you can purchase the Cars-N-Kids Car Seat Monitor (around $40), which turns on when it senses a child’s weight and sounds a lullaby when the car has stopped.