Cutting through the spin
A new service for women buying luxury cars, dubbed Madam Wheels, has been launched on 2018 International Women's Day.
Madam Wheels is the first program of its kind, designed to make women feel more comfortable in the typically male-dominated luxury car-buying process.
The service aims to match a woman's needs or personality to their car, before facilitating an introduction to the relevant dealership, organising a test drive, and negotiating a final price on behalf of the buyer.
“As private client car advisers, we help get discerning women into the luxury cars they love, not the cars they're sold,” said brand ambassador and founder, Jacquie Hayes.
“Our intention is to put the power and fun back into women's hands. We remove the sales hype and reduce the risk of buyer's remorse by giving women the information they need to get the car of their dreams.”
Research has shown women are influential in making the buying decision in the luxury car world, whether it's through their partner or entirely for themselves.
“Australia now leads the western world in the percentage of female Ferrari ownership,” CEO of Ferrari Australasia, Herbert Appleroth, said.
“While this percentage remains quite small, having an outlet like Madam Wheels that will engage directly with female audiences and provide timely, relevant and considered content marks an important milestone for the industry as a whole,” he said.
The website also provides news, reviews and interviews about luxury cars. Today's launch of Madam Wheels forms part of an International Women's Day brunch at Maserati Melbourne.