AP Lists Tips for Women Frustrated by Car Shopping

NEW YORK October 3, 2004; The AP reported that Stephanie Fosnight, 25, sums up her first foray into the car-buying world in a word: "Yuck!"

"The sales manager took one look at me and assigned the greasy, slicked-back old sales guy to me who patronized me in an oily voice and told me, 'I almost feel like you're my daughter and I have to look out for you,'" she recounts.

She's not alone in her disgust. Nearly 40 percent of women complain they're treated unfairly in the showroom because of gender, according to a new survey of more than 800 female car buyers by Capital One Financial Corp.

The result? Three out of four women plan to bring a man along the next time they buy a car, the survey says.

Joni Gray, an editor at car-buying resource Kelley Blue Book, says she's surprised at the take-Dad-along-for-the-test-drive attitude. Research shows that women now influence more than 50 percent of car purchases, she says.

"As their financial clout grows, is it empowering them to make the transaction?" Gray asks. "Sure enough, it's not."

The irony is that most women -- as most men can attest -- are talented when it comes to shopping. The bottom line: "It's not that women feel incapable of choosing a car," Gray says. "They feel intimidated by the negotiation."

So how to bend the gender rules and get the best deal?

* The Internet is the great equalizer. Do your research on new and used-car prices, not to mention dealer costs, incentives, rebates and trade-in value from the comfort of your home. It's easy and free on a variety of sites, including Edmunds.com, Autoadvice.com and Kelley Blue Book (www.kbb.com).

* Determine what you'll spend. "The core of negotiation is really knowing the price that you'd like to pay," Gray says. When you back that up with research on how much the dealer paid, and what buyers around the country shelled out, "there's no way a salesman or dealer can really argue with you," she says.

* Compare financing options. Nearly 60 percent of female car buyers admitted doing no research on their vehicle loan, according to the Capital One survey. Check out banks, credit unions and online loans for the lowest rates available.

* Change the scenery. Feel creeped out in that little office off the showroom? "Once you decide what car you want, go home," advises Sandra Kinsler, editor-in-chief of WomanMotorist.com, an online auto magazine for women. Pick up the phone, or send an e-mail to the salesperson. "You don't have to negotiate in the dealership," she says.

* Know that men don't relish the car-buying process either. Car buyer Edmond Banayan reports that he brought his brother along to overcome the same concerns women have about being ripped off. "From a man's perspective, we're no different," he says.

* Prepare for the worse, but understand that car dealerships increasingly recognize women wield buying power. Kim Pleticha of Austin says she "steeled" herself for the trip to the dealership, but found a courteous salesman who confirmed that women call the shots, especially when it comes to family cars. "I had my feminist hackles up and was ready to right," she says. "Talk about being deflated."

* Pore over the final contract. Most dealers will let you bring a blank copy home prior to the sale, giving you a chance to review the fine print. Make sure everything you've been promised is included before you sign.

* It's OK to walk away. Unhappy with the experience? "You hold the purse strings. You can always walk away from the deal, no matter how much time you've spent with them," Gray says.

That's what Fosnight, of Evanston, Ill., did after the experience with the "greasy" salesman.

Determined to buy a car on her own, she tried another dealership, found a salesman and business manager who acted "respectfully and professionally," and drove away with a 2003 Chevrolet Cavalier.

"My mother and all of my girlfriends told me they were proud of me, and that they didn't think they could buy a car on their own," she says. "How sad that this was even an issue at all."