Women are a vital part of the automotive shop’s customer base, representing 65 percent of service facility customers, according to statistics compiled by the National Institute for Automotive Service Excellence.   Here are some of the other findings:

• Women make up 40 percent of the work force and purchase 50 percent of all vehicles.   This figure is estimated to increase to 60 percent by 2000, up 24 percent from 10 years ago.

• Women have 95 percent veto power when a family automobile is purchased.

• Women directly influence 80 percent of all purchases.

• Women own 35 percent of U.S. businesses, contributing $23 trillion to the economy.

While these figures show impressive gains in a male dominated automotive market, women still have quite a way to go.  One thing we have discovered while researching the women who have dared enter this previously unexplored territory is that they are now influencing other women, and remember women are extremely loyal to what they believe in, and...women listen to other women.

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