Women engage with cars differently says new judge

Women engage with cars differently says new judge

Juliet-PotterThe founder of a car website specifically designed to cater to women has joined the women’s world car of the year jury.

Australian Juliet Potter designed and launched autochic.com.au in 2000, as a first of its kind in the world at the time by establishing a number of ground-breaking initiatives.

“Women engage with cars differently to men and it’s time to learn to speak to women and to step up the customer experience as a whole. And I’m not talking token gestures.”

“I wanted to create a conduit between the industry and female consumers and an automotive website just for women seemed a powerful way to make changes. Females loathe the dealership experience – neither do they always have time to visit – so the internet was always going to be the go-to platform to research a new car purchase.

“The thing was, every other car website was targeting men and car enthusiasts.

“Now, thanks to the Internet, women customers are cashed up, informed and incredibly savvy. But there’s still a need to accept women are buying more cars than men and making decisions on what cars are being purchased. Car salesmen need to realise they are not dealing with the same female consumer they did a decade ago.”

It all began over a sewing machine when she created a denim car seat cover and found there was nowhere to sell it to reach the female demographic.

“The covers were perceived as a ‘male’ product and I couldn’t find a retailer outside of the bloke-y auto stores. I was shocked to learn how male-dominated the industry was and how dismissive they were towards women who are their major consumers!”

So her first website, to sell the denim seat covers and accessories, was launched. It eventually became an information site after women began asking her car questions.

Potter now writes weekly auto lifestyle columns and car reviews for women and has hosted a television show and her own radio show. In 2006 she launched the first Car of the Year awards for women.

She also consults with major brands regarding marketing to women,she conducts training courses which have been adopted by major car brands and has started other female-related website businesses.

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