A recent study by CNW Marketing Research showed that women now purchase more than 46 percent of all new vehicles and influence over 80 percent of auto sales. And Ronda French, vice president and general manager of Ancira Nissan in San Antonio, Texas, feels that gender differences between male and female customers are a thing of the past.

Over her 27 years in the automotive industry, French has seen the transformation of the industry firsthand. A pioneer in a traditionally male field, she was the first female GM in the San Antonio area. "Years ago, the industry focused more on the male buyer," says French. "Now, we get about the same number of single male and female customers, and women are playing a greater role in the negotiation process."

According to French, any gender differences in car knowledge that may have once existed have largely been erased. "Many of our customers conduct online research before visiting the dealership. They come in prepared to make a purchase that fits their specific needs. Women are some of our most-educated customers."

French offers a few tips to make the car-buying experience easier on everyone:

Research.

Whether you get your information online or from friends or colleagues, arm yourself with as much information as possible before walking into a dealership. The car-buying experience is less intimidating when you've done your research.

Relax. Don't Rush.

Many consumers make the mistake of rushing into a vehicle purchase only to be disappointed that they did not receive something they wanted or were unclear about certain features. Take your time and discuss options and questions before the purchase.

Solicit References

Women should ask friends and relatives to refer them to a dealership or sales representative they know and trust. It's no different from how you'd ask your friend for the name of a good doctor or dentist.


Buy for the car AND the service

Remember: you have to service your new car after you buy it. Buying a car is a great way to start a potentially long-term relationship with the sales and service team. This relationship will be important when the need for maintenance arises.

Under French's leadership, Ancira Nissan has received the Nissan Owner First Award of Excellence for outstanding customer satisfaction for four consecutive years - and the dealership has grown to become one of the nation's top 100 dealers in sales volume.

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