The Citizen, 1987-04-15, Page 23THE CITIZEN, WEDNESDAY, APRIL 15, 1987. PAGE 23.
Female drivers courted
“Can you do it right away?
Women, representing two of
every five drivers on the road, are
fast becoming a significant force in
the automotive market.
Not only do women make 30 per
cent of all domestic new car
purchases, but they also are taking
on more responsibility for the
maintenance and repair of their
automobiles.
According to the Newspaper
Advertising Bureau (NAB), 39
percent of all maintenance or
repair decisions are made by
women. Interestingly, women also
are more likely to service their cars
moreregularlythanmen. Fifty-
nine percent of women responsible
for car maintenance have their cars
checked at regular intervals, as
opposed to 41 per cent of the men.
As women continue to play a
larger role in purchasing and
maintenance decision-making,
many automotive product compan
ies are adjusting their male-orien
ted marketing strategies to make
roomforthe growing number of
female customers. This also in
cludes the do-it-yourself market,
where women now comprise 27 per
cent of all DIYers.
Quaker State Oil Refining Cor
poration for instance, recognizing
that the most popular DJY activity
among women is motor oil main
tenance, took the lead in the motor
oil industry by repackaging its
entire line of motor oil in conven
ient re-sealable plastic bottles as
early as 1984.
“While both males and females
preferred the plastic bottles in our
initial consumer research, females
overwhelmingly indicated they
would switch brands of oil based on
the cleaner packaging design,’’
says Philip Petraglia, manager of
the company’s marketing services.
In addition to more attractive
packaging design, Quaker State,
along with many of the automak
ers, nowtargetsboth males and
females in the development of its
advertising.
But while the number of female
DIYers is growing, not surprising
ly women still are less likely to do
maintenance tasks themselves
than men, instead preferring to
rely on others to perform the
service.
“According to our research,
there’s a good number of women,
as well as a growing number of
men, who prefer to have others
perform their routine service
needs,” says Petraglia.
To help target this non-DlY
market the company recently
acquired a chain of fast lubrication
centres, Quaker State Minit-Lube
to provide oil changes, lubrication
services and other maintenance
activities to its customers in 10
minutes or less.
Don't leave these checks until it's too late
Tire and related automotive care
is extremely important to motorists
concerned about the safe and
economical operation of their cars.
For more than 65 years, the
National Tire Dealers and Retread-
ers Association (NTDRA) has
shared that concern for the well
being of the nation’s motoring
public and offers these important
car care tips:
Tire Inflation - Proper inflation
extends tire life and saves fuel. You
can’ttellwhentiresare underinfla
ted just by looking at them. Since
air pumps are not always accurate,
NTDRA recommends that you
either stop by a tire dealer for an
inflation check or carry an air
gauge in the glove compartment.
Gas tampering doesn't pay
Motorists who indulge in tamp
ering and fuel switching often
mistakenly believe that by using
cheaper leaded gas they are saving
money and also getting better
performance.
Actually, neither is true. Leaded
gas will cost them more in the long
run. It dirties the oil, reduces spark
plug life, corrodes the exhaust
system, and destroys the car’s
pollution control device, the cataly
tic converter.
Tiresshouldbechecked atleast
once a month and before any long
trip. Underinflation creates exces
sive heat, which seriously reduces
tire life and can cause tire failure.
Also, underinflation can increase
rolling resistance and lower miles
per gallon.
Tires-Don’tgobald early! At
least once a month, inspect tires
closely for signs of uneven wear.
Uneven wear patterns may be
caused by improper inflation pres
sures, misalignment, improper
balance, or suspension neglect. If
caught in time, the cause may be
corrected. When the tread is worn
downto2/32ndsofan inch, or wear
bars, which look like thin strips of
smooth rubber across the tread,
The noxious gases emitted by
autos - including hydrocarbons,
carbon monoxide and nitrogen
oxides - are harmful to all of us, but
they particularly affect children,
the elderly, pregnant women and
persons suffering from heart di
sease and seriouslung diseases
such as emphysema, chronic bron
chitis and asthma. Some of the
hydrocarbons are also known to
cause cancer. Vehicles equipped
with properly functioning emission
control systems emit up to 90
appear on the tire, it’s time to
replace it. Don’t wait.
Suspension - Suspension sy
stems in need of repairs send out
warning signals - excessive bounce
in front or rear end when you push
down on the bumper - rough,
uncomfortable ride - leaking seals
or deteriorating rubber bushings
in shock absorbers. If any of these
problems are noticed, motorists
could avoid excessive and expen
sive damage to their cars and tires
by having the suspension system
checked.
Brakes - Squeaky is not always
bad, but be careful. All brakes are
susceptible to slight occasional
squeal or grinding. This occurs
after the vehicle has been sitting
percent less pollution than uncon
trolled Vehicles.
For all motorists, the American
Lung Association joins the nation
wide effort to promote car care by
offering two suggestions 1) have
your auto checked regularly to
make sure emission control sy
stems and other equipment are in
good working order and 2) contact
your Local Lung Association for
additional information on air pollu
tion, pollution control, tampering
and fuel switching.
overnight or in unusual damp
weather conditions. This noise will
dissipate quickly, and has no effect
onbrakeoperation. However, if
the noise continues, or brake
linings haven’t been changed for
20,000 miles, a professional check
could be in order.
Alignment - Keep it going
straight. If the car seems to pull to
527-1610
one side or appears to be travelling
at an angle while all four wheels are
straight, and the tire tread is
wearing unevenly, the car is
probablyoutof alignment. This
could happen to a new or older car.
To avoid permanent damage and
the risk of driving a vehicle in this
condition, NTDRA suggests a
professional opinion.
IB Seaforth
Insurance
Broker Limited
39 Main St. S.
Seaforth
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