A campaign aimed at women on the importance of regular car maintenance is being launched by the Institute of the Motor Industry, following research revealing nearly half of women drivers do not get their cars serviced between MOTs because they are not comfortable dealing with mechanics.
The IMI’s campaign, promoting its professional register, begins in December, with adverts in women’s magazines and websites including Mumsnet.
The IMI Professional Register is a place where members of the public can find skilled and trustworthy professionals in the motor trade in their area. All professionals on the register have been independently verified and are regularly checked to ensure they hold the right skills and keep their competence levels up-to-date.
Part of the campaign is a series of videos fronted by BBC Formula 1 presenter Suzi Perry (pictured left) together with Vicky Kempton (right), a technician with Roy Chapman Ltd in Berkhamsted, Herts. Vicky is on the IMI’s register as a qualified technician.
The IMI said that Roy Chapmans has a positive attitude to women customers. It is approved by the Foxy Lady Drivers Club, and it runs ‘ladies’ nights to help local women drivers become more accustomed with the language and the practicalities of car maintenance.
“I’m helping to tell women that doing basic checks and getting your car serviced regularly saves money in the long run, your car is worth more when you want to sell it, and it helps avoid breakdowns,” Vicky said.
Her boss Jeremy Chapman, Aftersales Director at Roy Chapman Ltd, said: “It’s a very important campaign, many women drivers are put off by the macho image of the typical garage, so we’ve been working for years to break this barrier down with our ladies’ nights presentations and of course by employing women in technical and customer service roles.
“It’s just basic customer service. Half our customers are ladies and if they don’t like our service they won’t come back, so we make it our business to make sure they’re happy.”
For further information, please contact Jeremy directly.