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Gender Price Gap Closes on Car Servicing

Rita Bonivento

Updated 11 Dec 2024

Rita Bonivento

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In the retail industry, it’s common for women to be charged more than men for nearly identical products. Walking down any aisle, you'll notice significant price differences between items marketed to different genders. Whether it’s clothing, haircuts, moisturizers, or dry cleaning, this gender price gap has persisted for as long as we can remember, and it remains perplexing. For example, why should a pink disposable razor cost more to produce than a blue one?

Bic disposable razors for women cost a whopping 47% more than the equivalent product for men.

Girl Power on The Rise

Conversely, in recent decades, Australian women have made significant strides toward gender equality. Many have assumed leadership roles across diverse industries, and the rise of "mumpreneurs" showcases women who skillfully balance parenting with running successful businesses.

Why then do women still feel that they’re being stung when it comes to vehicle maintenance?

A survey by AutoGuru involving 2,000 Australians reveals that one in three women oversee car servicing in their households. Additionally, nearly 70% of women feel they are more likely to be overcharged by mechanics compared to men.

70% of women surveyed believe they are more likely to be overcharged by mechanics than men.

Women have become the undisputed champions of household decision-making, especially when it comes to researching products and services online. They meticulously explore and evaluate a wide array of options on the internet. Beyond shopping, they also take charge of choosing travel destinations, accommodations, restaurants, and entertainment for themselves and their families.

It’s no surprise that women are increasingly becoming pivotal decision-makers in industries traditionally dominated by men. They no longer depend on men to select a car, purchase tools or fishing gear, or find the right tradesperson for home repairs, thanks to online platforms like Airtasker and Hipages.

However, when it comes to negotiating with mechanical workshops, many women still feel uncertain. Automotive services often seem complex and daunting to those who are not mechanically inclined.

Who are the true vehicle maintenance champions?

Eden Shirley, CEO and Founder of AutoGuru emphasizes the importance of regular car servicing for vehicle safety, noting that women tend to be more diligent in maintaining their cars' health.

The automotive service industry often suffers from inconsistent pricing and uncertainty about what a service includes. Why choose a major service over a minor one? Which parts and fluids need replacement, and when?

“Our platform eliminates confusion and guesswork by providing a convenient and transparent solution for booking auto services,” Shirley explains. “This is especially appealing to women who may feel uncomfortable negotiating directly with mechanics.”

How can I tell if the workshop is trustworthy?

Mr. Shirley notes that women are twice as likely to book a mechanic online, prioritizing trustworthiness over price and convenience. He highlights that the site's growing collection of over 14,000 genuine customer reviews acts as modern-day word-of-mouth recommendations. These reviews hold service providers accountable, ensuring a fairer and more pleasant experience for everyone. In a traditionally male-dominated, gender-biased industry, this marks significant progress. It would be encouraging to see retailers adopt a similarly egalitarian approach to pricing. AutoGuru allows you to search, compare, and book from 1,600 qualified mechanics across Australia. Happy days!

Rita Bonivento

Written By

Rita Bonivento

Rita’s a Gold Coast dweller who’s been wordsmithing for ages. She started out at Michelin Melbourne 22 years ago, & an avid traveller, has written in the marketing arena all over the world since then.

Her first car was a 1970 VW wagon she inherited from her dad. She’s had a few vehicles since then with an overall Toyota theme coz she reckons they do the best air con for the Aussie heat.