y t i n u t r o p p O e Seize Th e r o M t r e v n o C To
N E M O W S R E P P O SH S TO PICKUP FROM CARS
ruck sales continue to soar nationwide, and while many dealers don’t realize so, this trend provides them with a bonus opportunity to particularly increase market share in the women buyer’s segment that is responsible for over half of all vehicle sales. In September 2015, sales of pickup trucks increased 11.3 percent month over month compared with 2014. Through September, year-to-date sales of pickups were up 10.5 percent over 2014, according to motorintelligence.com. Women represented 15 percent of truck buyers in the first nine months of 2014 (19 percent of midsize model sales and 13 percent of heavy duty trucks). Those figures were up over 2013 sales to women. Full-sized trucks are prime moneymakers for Detroit, and Japan is looking to follow. Since the majority of women currently buy smaller cars that offer less per-unit profit, persuading them to convert to truck ownership on their next purchase offers dealerships a chance to fatten their own profit margins. Women typically buy trucks for many reasons including utility, business requirements and recreation. Crew cab models, which represent 70 percent of truck sales, provide the interior room of
Guiding women shoppers toward a light truck is a smart strategy for the dealership and its customers.
Using women-centric advertising and sales strategies can help move truck sales, boost profits. BY ANNE FLEMING show women with families enjoying the convenience features a truck provides. Camping trips, tailgating at sporting events and hauling the kids’ sporting equipment are all great ways to present the versatility a truck offers.
a car with exterior space to haul heavy equipment, toys and sporting gear. Plus, a truck that transports the family all week can then be used to haul a travel trailer for a weekend outing. Current truck designs include many luxury features that make the vehicle easy to drive and comfortable. Major automakers are starting to think about women buyers when they design truck models, and hiring women for their truck engineering teams. These engineers are bringing their experience in designing cars to the truck segment and helping the OEMs focus on making vehicles that appeal to a wider audience.
Your website and social media pages should include links to reviews and comments about trucks by women owners and shoppers. Also be sure to include reviews about your dealership. Women researching a vehicle purchase like to read reviews, especially those posted by other women.
Strategies For Truck-Oriented Ads
Auto manufacturers have created several woman-centric truck branding ads for national campaigns. As for dealers, here are some tips to develop regional and local advertising that will appeal to women considering a pickup truck:
Broaden your audience. Be sure your truck ads are genderbalanced. On your website, take steps to feature images of women using trucks. Don’t just present work situations; also
Show truck reviews from women.
Speak to your demographic. Trucks usually are a pretty easy sell in rural areas and to businesswomen who need a truck for work. However, don’t neglect the ways that trucks are practical in a number of city settings. Be sure your local target demographic is represented in your advertising.
“Since the majority of women currently buy smaller cars that offer less per-unit profit, persuading them to convert to truck ownership on their
next purchase offers dealerships a chance to fatten their own profit margins.”
CAR BIZ TODAY NOVEMBER 2015