Ladies take the lead

Even a few decades ago, the sight of a car saleswoman may have sent male buyers spinning on their heels.

Now, Belinda Woodward is one of Audi Australia's best sales people.

Kim Trevena is the business manager for Audi Centre Brisbane and Sue Young is in charge of public relations and marketing for Bentley, Ferrari and Maserati and also assists with the sales of Bentleys.

Saleswomen are not uncommon in most dealerships and this emergence is being mirrored by buyers, with more women taking the dominant role in buying a car, be it for the family or themselves.

Women are doing the research, picking the vehicle and negotiating the price.

Women are not afraid to buy a car for themselves and they are enjoying it.

Audi Centre Brisbane, Alfa Romeo Brisbane, Euromarque; Ferrari, Maserati and Bentley principle Greg Willims said when it comes to buying "things of the heart", buyers prefer dealing with women.

"If you were going to buy a house today, what is the probability you would deal with a female sales assistant? Very high," he said.

"People warm to a female salesperson. They feel comfortable and at ease with them.

"It's a bit unnerving, females are here in what was in historically a male dominated business and they know equally about the motor cars and the features as any male would."

At Willim's dealership, two of the four service advisers and 20 per cent of salespeople are female.

"In finance, the sale of finance and insurance, it's the other way around. All three who sell finance and insurance are female," he said.

Willims said women were involved in the decision process of buying cars as much as men.

"We see a large number of professional women and young women coming through and the decision is theirs," he said.

"Women make a very good, rational and responsible decision in what they buy.

"I believe women look for style, they like to see a car that suits their look.

"They examine carefully the economy of operation and service back-up. They like to know when they come to service time they will be looked after very well.

"Also they choose the colour. Performance isn't as important, but they do look responsibly to a car that suits; lifestyle, functionality, design, economy, ease of operation, reliability and functionality."

Brisbane Denmac Ford's managing director Chris Allen said women are becoming "more the primary buyer" and admits this is "a bit of a change".

"The demographic of a husband and wife and the kids coming in to buy the car is not necessarily how we live our lives and that is being reflected in how we buy cars," he said.

"A lot of surveys say many women are involved in the decision and we are seeing a lot of women there negotiating the transaction.

"Many women come in without a partner or father figure. It's normal to see women coming in and picking out a car. They seem very well informed, they have done more formal research.

"A lot of men are more naturally aware of all the different models and the pricing because they seem to be more car oriented. A lot of the women do more formal research through the internet or magazines."

Allen said Denmac Ford receives more inquiries from women for SUV vehicles than men.

"I think in most cases they are the primary driver (of SUVs). They are doing the hard miles."

Pickles Auctions manager Paul Cottrell said five years ago one woman would buy a car at most auctions.

Today, he sees about three to five.

"It's probably due to the financial status of women. There are more women in the workforce with more disposable income and taking a greater responsibility in the choice of the family car. Women have more of a say now," he said.

The RACQ's Jim Kershaw said any buyer can benefit from having an older person to help with the purchase of a car.

"If you have done your homework, you will be OK. We are approached equally by both sexes for help with buying cars.

"Women are earning better pay now and they want wheels. Our society is changing."