Earning Loyalty from Women

Susan Jones of the Car Care Council offered three programs from the Council that address the women's market by making them feel more comfortable in the world of automobiles. Each program is available for various levels of sponsorship.

The first is the Women's Board. Made up of women and men who are motor sports drivers, service shop owners, writers and association executives, this group's mission is to teach women about automotive care and careers. Their activities include the Women's Automotive Communications Awards, the Speakers Bureau and Automotive Career Paths on the Web.

The second program is a call-in radio show - the C.A.R. (Consumer Automotive Repair) Show. Now in its fourth year, it enlightens listeners about their maintenance/repair options. The show airs on Saturday mornings and is carried by 136 stations and on Armed Forces Radio.

Third, Jones discussed Certified Inspection (CI), a program used by qualified centers to evaluate customers' automobiles. Because CI requirements are rigid, these are shops where women know they can trust the diagnosis as well as the work

She concluded with some advice: the companies that make women feel comfortable get the opportunity to sell them the parts and service they need.

4600 East-West Hwy.
Bethesda, MD 20814

Phone:
240-333-1089

Fax:
301-654-3299

E-mail:
acc@aftermarket.org