Car-savvy women shatter stereotypes at auto show

By Mike Leidemann
Advertiser Staff Writer

Men still want to drive fast, and women still worry about safety and the cost of gas. But the old stereotypes are dying fast.

Kathleen Antonio, in driver's seat, and Melanie Martinez check out an Audi A4 Cabriolet at the First Hawaiian International Auto Show at the Hawai'i Convention Center. Bruce Asato • The Honolulu Advertiser

"The main issue is safety. A car has to be useful and safe," said Chris Harada, who, along with his wife, Carrie, was comparing Volvos, Mercedes-Benzes and Volkswagen SUVs at the show yesterday.

Marilyn Gonzalez, on the other hand, doesn't worry about practicality.

"We both like sports cars. If it looks good and has power, it doesn't matter so much if it's a gas guzzler," said Gonzalez, a Pearl City resident who steered her husband, Rick, to a prototype of the new Ford Mustang GT due out later this year.

Most people attending the show yesterday mentioned the same things they want in an auto: Power. Safety. Comfort. Style. Fuel economy. Durability. Affordability.

The answers didn't necessarily come from whom you would expect, though.

"The biggest change in recent years is that women are a lot more educated about cars," said Susan Maika, a product specialist who travels the country from her home in Kaua'i to provide shoppers information about GMC vehicles. "They come prepared to ask a lot more technical questions. They want to know about horsepower, towing capacity and safety features."

Local auto dealers say that in recent years the auto show has attracted almost an equal number of men and women. Nationally, they point out, women are involved in more than 80 percent of all car-purchasing decisions.

And increasingly, manufacturers are restyling their automobiles — and their sales pitches — to appeal to women buyers. Volvo earlier this year unveiled a concept car that was designed by women for women.

It's an environmentally friendly (gas-electric hybrid engine), low-maintenance, dirt-repellent dream machine. But it's not a station wagon, SUV or minivan. It's a sports coupe, with DeLorean-like gull doors (to make it easy to load cargo or kids) and 215 horsepower.

"And it should have a hair dryer and park itself," said Kathleen Antonio, who was sitting in a red Audi AF Cabriolet Quattro convertible along with her friend Melanie Martinez.

"We'd have big issues if my husband wanted a car like this. Big issues!" Martinez said. "He's into speed, and now all of a sudden he wants a luxury vehicle. No way! He needs to be concerned about price and our family first. Luckily, it's usually the women who have the final say. We're the ones who are going to be writing the checks for car payments."

These days most couples either divide the practical and sporty cars in the family or search for a car that combines both, said Caleb Lucero, a salesman at Cutter Ford/Isuzu.

"Usually they've worked it out by the time they come to buy, but you can tell when there's a lingering tension," Lucero said. "That's when they start making excuses on the lot."

Rapidly inflating gas prices do not seem to be as much of a concern with new-car buyers.

"Of course, it's one of the things you have to look at, but my priorities are still comfort, storage and then mileage," said Judie Edwards, a visitor from Richland, Wash., who was checking out the new 60-miles-per-gallon Toyota Prius electric-gas hybrid. Her husband, Don, said, "For me, it's durability, comfort and then cost."

For many people the car show is a chance to fantasize, not worry about practicality.

"My next car might be one of those hybrids, but right now we're having fun," said Pearl City resident Patty Krakauer, who just stepped out of a $59,840 Hummer H2, which didn't include gas mileage among its vital information on display at the show.

"Now, that's scary, but then if you're buying one of these, I'm sure you don't really care about gas mileage."

For the record, Hummers get about 11 to 13 miles per gallon and are bought more often by women than men, a spokesman said.

"For a lot of women, it's a safety thing. It's got room for all the kids and everything else and looks a whole lot more fashionable than another minivan," said Christopher Jones, a sales and leasing specialist with Schuman Carriage motors.

"Yeah, vans are out," said Melissa Kaonohi-Camit, who said she pays $100 a week for gas commuting from her home in Kahuku to a job in Kane'ohe and was looking for a new SUV to replace her Ford Explorer.

"Even if it was $20 more per week, I'd do it because I'd rather have the convenience than worry about gas."

Reach Mike Leidemann at 525-5460 or mleidemann@honoluluadvertiser.com.