While women control or influence 85 percent of buying decisions including purchasing and maintaining vehicles many still may feel intimidated in the service shop. "Knowledge is Power," a new ACDelco program, aims to help women consumers ask the right questions about vehicle maintenance. The free booklet, downloadable from ACDelco, addresses frequently asked car care and travel questions.
"We know many women have spent money on vehicle service only to have lingering questions about whether they really needed it. The owner’s manual also is a great reference for what maintenance is required and when it should be done," said Nancy McLean, director, ACDelco and wholesale marketing. "We want to help women ask not just the right questions, but all questions about car care and repair. Sometimes, the most powerful tools a woman can own are knowledge and confidence."
The "Knowledge is Power" booklet covers:
Preventive car care services and when they’re needed;
How to accurately and completely describe vehicle troubles to a technician;
A glossary of commonly used automotive service terms;
Symptoms, noises and smells that may indicate potential problems;
Tips for safe motor vehicle travel;
How occupant safety restraints such as seat belts and air bags work;
Child passenger safety and teen driving tips; and
How to stay safe in the event of a vehicle breakdown.
ACDelco also is offering a complete "Knowledge is Power’" seminar kit to more than 6,000 independent ACDelco-affiliated vehicle service facilities nationwide. Service centers that order the kit receive everything needed to host a car care seminar for women in their stores.
"These events are not designed to train women on do-it-yourself car repair," said McLean. "They’re designed to empower them with the information they need to ask the right questions the next time their car needs maintenance or repair. We encourage women to bring their friends, coworkers, neighbors, moms and driving-age daughters and sons."
McLean said she hopes shops will order "Knowledge is Power" booklets to give to their female customers.
"Business relationships are built on trust, and customers tend to support and recommend businesses that help them be more informed consumers," said McLean. "Women and men who read the ‘Knowledge is Power’ booklet or attend a seminar will feel much more in control of their purchasing decisions, which is very important in these economic times."