“Never go to the car dealership without a man. They will take advantage of you because you’re a woman.”
I can’t tell you the number of times that I’ve heard this. Naturally, I begin to protest against this statement, but then I remember the fact that my own mother was charged double what she was suppose to pay. I remember my aunt was suckered into paying for a number of “problems” with her car that quite frankly didn’t exist. I remember my cousin angrily ranting that although she was the one purchasing the car, the dealer only spoke to her boyfriend while making his sales pitch.
So what’s really going on here? Although we are angry about the statement that men should be with us while purchasing a car, is this actually sound advice? Nolo reports: “Women buy 54% of the cars in the United States, and influence 84% of all vehicle purchase decisions. Yet most women dread the car buying experience, with good reason. Women often get ignored, patronized, or just plain ripped off at car dealerships. And lack of knowledge about cars and the car buying process isn’t always the culprit. In a study conducted by two economists in Chicago, car dealers quoted higher prices to a test group of women than to a similar group of men, even when those women came to the dealership armed with the same information as the men, and followed the same “script” as the men.”
TrueCar decided to release a commercial which discusses the worries that women face while purchasing their car. It is clear that the ad aims to relieve this stress and point out how TrueCar.com can help women be brave enough to venture into the car dealership all on their own. Instead of a man, now women have TrueCar!
Sense a bit of a condescending tone there? Yup, we did too. In fact, many people had a negative response to the ad which gave the impression that TrueCar would be the male replacement. Because we still apparently can’t apparently walk into a car dealership and successfully negotiate the deal on our own. No, we need a male or a male replacement.
So tell us what you think? Is this commercial simply being misinterpreted? Or do their good intentions fall short? Watch the ad below and tell us what you think: