Automotive market targets females WHITBY FREE PRESSDURHAM MOVES, MAY 13, 1987, PAGEI7 t Women,, reprPsenting two of every five drivers on the road, are fast be- coming a significant force in the au- tomotive market. Not.only do women make 30 per- caebut they also are taking on tenance and repair of their au- tomobiles. According to the Newspaper Adver- tising Bureau (NAB), 39 percent of al maintenance,,or repair decisions are made by women. Interestingly, wom- en also are more likely to service their cars more regularly than men. Fifty- fine percent of women responsible for car -maintenance -have their cars checked at regular intervals, as op- posed to 41 percent of the men. As women continue to play a larg- er roie ini purchasing and* maintenance decision-mkig, many automotive product companies are adjusting their inale-oriented marketing strategies to make roomn for the growing number of femnale custorners. This also in- cludes the do-it-yourseif market, where women now comprise 27 per- cent of al DIYers. Quaker State Oil Ref-iving Corpo- ration for instance, recognizing that the most popular DIY activity among woinen is rnotor oit maintenance, took the lead in the motor oul industry by repackaging its entire line of motor oil in conven ient re-sealable plastic bot- * ties as early as 1984. * "While bodh maies and femiales pre- FEMALE FORESIGHT - The growing percentage of women performing do-it-yourself auto maintenance has prompted many automotive product manufacturers, like Quaker State Oit Refining Corporation, to gear marketing strategies to include female customers. Not only do women add or change their own motor oil more than any other maintenance task, they also are more ikely to service their cars regularly than men. t ferred the plastic boules in our initial consumer research, femnaies over- w helniingly indicated they wouid switch brands of oit based on the cleaner packagig design," says Philip Petraglia, manager of the conipany's marketing services. In addition to more attractive pack- aging dcsign, Quaker State, along with maiiy of the automakers, now tar- gets both males and femiales in the de- veiopment of its advcrtising. WITHTHE NEXT MONTHS ISSUE 0F "DURHAM MOVES" 1auto news TEL: SALES MANAGER WHITBY FREE PRESS CAL L 668-6111 Want a longer Lasting car?, Although some people are driving less, this does not necessarily mean that vehicle maintenance, can be reduced. Some components actually deteri- orate faster in short-mun operation and these cau be particularly vuinerable to the ravages of cold-weather driving. Engine oiù is contaminated more quicldy in cars subjected to short runs and stop-and-go driving, especialiy in winter, they say. As a resuit, these cars should have more frequent oil and filter changes thian cars that are driven regulariy. Exhaust systems suffer from limit- ed driving, too, according to Car Care Council. Condensation accum- ulating in a muffler acceierates the rusting process, especiaily when the temperature drops. Aiso proue to deterioration from the elements, whether or not the car is running, are windshieid wiper blades - anothei often-forgotten component that should always be checked as part of pre-wiuter preven- tative maintenance program. CANADA'S LARG.EST ITRANSMISSION SPECIALIST 132 BRQCK ST. N. WHITBY *FREE M ulticheck & Roud Test * NationWide Warrant y *A utomatic, Standard & Drive Line Service e Transmission Tune m Ups h *Cooler & Line Service *Towing A vouableI g5BOO OF ITHIS COUPON MAY BE USED TOWARDS THE PURCHASE AND 7-j e INSTALLATION 0F ONE MR. KOOL ITRANSMISSION 0001ER COir!If oferGod nl A 12 rokSt. N. Whitby 6803 .3 FFER EXPIRES JUNE 15187,. -6m737- m 1 IL 1 Am a - - m m 1