Car dealership catches female fever

Although research finds that women are responsible for the bulk of purchasing decisions—one arena that continues to overlook this important target market is auto dealerships. Until now, that is. Enter Clutch—a new offshoot of Canada’s autoONE company, which recently opened in Vancouver. Customers know from the moment they walk through the dealership doors that they’re not in for the stereotypical car-buying experience. “With its Italian-tiled floor, Paul Kane sofa, modern lighting, and La Marzocco espresso machine, Clutch has more the look and feel of a high end fashion boutique than a car dealership.” Of course, it’s the service that really makes the grade, with approachable sales staff who can respectfully—without the usual high-pressure sales tactics—walk buyers through the inventory of Aston Martins, BMWs, Jaguars, Land Rovers, Mercedes-Benzs, Minis and Porches—or hang back, available if questions should arise, for customers who prefer to browse solo. And forget the usual 10-minute test drive—Clutch customers can take a vehicle for a full day to try it out and see if it fits their lifestyle and needs. It all makes for rather classy car-shopping, and considering how much this market spends on Manolo Blahniks and other designer fare, turning the auto dealership model on its head to appeal to female shoppers could reap some nice rewards. It won’t be surprising if car dealers in other regions take steps to court them as well. Now might be a good time to consider what other ventures that traditionally have catered to male customers might be due for a makeover! More more on that topic in our sister site trendwatching.com’s female fever briefing.