Insights, Perceptions and Discussion on

Women and the Car DealershipExperience

Women’s Panel

• Studies Show:

• Goal:• Examine consumer attitudes about how women are perceived in

the automotive industry.

• Answer the Question:• Do you believe there is still gender bias in the automotive

industry?• And, if so, what can we do to help?

..

* RealWorld.com

Women and Car Dealers

• Online survey conducted by Women in

Automotive

• Social Networks, Consumer eNews and

Personal Networks

• Women Consumers, all age ranges

• Over 2 week period from 3/9/2015 –

3/23/2015

Survey Methodology

Age Grouping

Sales

Sales

Sales

Sales

Service

Service

Service

Women’s PanelDiscussion

Owner, Now Digital, Inc.

• An entrepreneur with a background in advertising sales, management and a few online start-ups, Christy Roman has a unique perspective on advertising as it pertains to automotive and the Internet. Her claim to fame was developing and monetizing the Partnership Program (now the Premium Program) dealer initiative at AutoTrader.com which turned them into a classified advertising powerhouse and now generates hundreds of millions of dollars. Past roles include: ad agency owner and business development; sales and management for newspaper and cable advertising; piloting the one-time AOL Time-Warner multi-media cross-selling initiative; Regional Sales Manager for Who’s Calling, and consulting for television stations to help them develop online revenue streams. She recently sold the automotive division of Now Marketplace, Inc. to form a new company with JKR Advertising out of Orlando called Now Digital, Inc. The newly formed agency continues to be a one-stop shop for dealers and local businesses wanting to maximize the Internet as advertising.

Christy Roman

Executive Vice President, Dealer Authority

• Subi Ghosh has been working in the automotive industry for the past seven years. Her first six years were spent as an Internet manager, sales director, and sales & e-commerce director. She was recently promoted to executive vice president at Dealer Authority, a digital marketing company that works with dealerships who want a custom-tailored social and search strategy. Subi’s passion for the industry and drive to be an advocate for dealers serves as a perfect match with Dealer Authority. Not only has she been a speaker at multiple automotive conferences, including NADA, but she has also been a guest blogger with DealerKnows. Subi keeps actively involved in the automotive community to share her knowledge, grow within her profession, and improve the way the industry sells and markets cars.

Subi Ghosh

President, Kate Frost, Inc.

• For more than a decade, Kate Frost has specialized in automotive digital marketing, with an emphasis on social media. She currently serves as president of Kate Frost Inc., an award-winning digital marketing service provider. During the nearly six years at Kate Frost Inc., Frost has been an important voice in the field of social media. She has conducted hundreds of social media campaigns designed to brand businesses, drive traffic and generate sales and service leads. Prior to Kate Frost Inc., she spent two and a half years at Toyota of Orlando, where she was the Director of Strategic Marketing and Business Development (2006-2009) and three years at Who’sCalling, as an account executive calling on more than 150 dealerships across Florida and North Carolina (2003-2006).

Kate Frost

CEO, AskPatty.com

• Jody DeVere is a internationally recognized speaker, trainer, often quoted industry pundit and spokesperson for the automotive industry on the women’s market. She has been featured by the New York Times, NPR, Wall Street Journal, CNN, Fox Business, Forbes Women, Oprah Magazine and Parenting Magazine to name a few. As CEO of AskPatty.com, she provides automotive education to women consumers and an interactive online Certified Female Friendly® certification training program for automotive retailers on how to attract, sell, retain and market to women.

Jody DeVere

General Sales Manager O’Daniel Automart/ O’Daniel Mazda

• Julie Kimes brings to the table 23 plus years at O’Daniel’s and an entire family history tied to the car industry. With a background of growth and Avant guard development in the way cars are sold, Kimes has spent her career dedicated to delivering extraordinary service and value. Her hard work has clearly paid off in every position she has held in the dealership. In 2009 after successfully managing a satellite store, she was asked to be the GSM for O’Daniel Automart and Mazda. When Kimes took over the operations the total dealership sales were only 556 units a year. She has not only gained market share but has almost double the sales volume closing 2013 with 901 retail units.

Julie Kimes

Survey shows: 58% of female consumers don’t enjoy prospect of buying a car?

What should the industry consider doing to change this

perception?

Sales

Survey shows: 59% of female consumers feel

inadequate during the process of buying a car?

What do women do differently when buying a car?

What advice can you share to help dealers improve this feeling for

women?

Sales

Survey shows: 69% of female consumers feel

that being a woman is a disadvantage in the car buying

process ?

What do women want from the car buying process?

Sales

Survey shows: 58% of female consumers feel that automotive dealerships

don’t understand how to sell to women?

What should the industry consider doing to change this

perception?

Sales

Survey shows: 65% of female consumers feel comfortable speaking about

their car maintenance needs?

Why do you women feel more comfortable in service than

sales?

Service

Survey shows: 68% of female consumers that the service director treats them

fairly?

Respondents prefer aftermarket shops over the dealership, any

thoughts on why?

Service

Survey shows: 62% of female consumers feel that they are not treated the same as

male consumers?

Why do you think this happens?

What can dealers do about it?

Service

Survey shows: 65% of female consumers feel comfortable speaking about

their car maintenance needs?

Why do you women feel more comfortable in service than

sales?

Service

Parting Thoughts

• The industry is changing.

• Customers are leveraging technology and becoming more

knowledgeable

• Progressive dealers are making changings to improve their

representation and service to women

Thank you