The IMI has launched a campaign at the London Motor Show this week to warn the trade to employ more women or risk losing business.
The advice is supported by an IMI survey which showed that 96% of women drivers want to see more females in garages. Currently only 1% of vehicle technicians are female.
The survey also found that 31% of women drivers don’t feel comfortable getting their car repaired due to the fear of not understanding technical jargon and the possibility of being ripped off.
When it came to choosing a garage in an emergency; most said that without knowing the difference between a professional and a rogue trader, they simply went for the closest available and hoped for the best.
The IMI is warning businesses that more needs to be done to introduce females into the automotive industry; as the survey showed women were four times more likely to get someone else to take their car to a garage than men, and felt reluctant to go to a professional technician due to the fear of spiraling costs.
Steve Nash, IMI ceo, said: “The number of women drivers in the UK continues to increase year on year and it’s important businesses understand and develop their methods, behavior and attitudes to reflect the changes in the consumer landscape.
“There is a massive knowledge gap between the professional and the customer in this industry. It’s important businesses enforce changes such as diversifying their workforce, introducing transparency when describing faults and pricing to ensure all their customers feel as comfortable as possible.”