The B.C. auto industry is evolving to open doors for more women to come in: Experts
Women are a key influencer of vehicle purchasing decisions but only a fraction of them feel confident about buying vehicles on their own, statistics show.Vivian Liu launched Make Auto Easy in 2022. Her online platform is meant to help women car shoppers find the vehicles that match their needs more easily.
“Throughout my experience, there's nothing out there that’s really tailored specifically to women,” she said. Women influence 85 per cent of vehicle purchasing decisions and buy 65 per cent of new vehicles, but only 38 per cent of women feel confident about buying a vehicle, according to a 2019 study from CDK Global.
“Roughly 30 per cent of the auto show attendees are female and we know that is a segment that is growing. We wanted to create an opportunity to engage with a larger female audience this year of the show,” said Eric Nicholl, executive director of Vancouver International Auto Show.The traditionally male-dominated industry is slowly changing as more women have the consumer power to shop for their cars and more female employees work in the industry, according to experts.
“Independence of income allows for women to just be the sole owners, which has happened for a long time, but I think the comfort level seems to have increased,” she said.
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