How we get you into the car of your dreams 

How we get you into the car of your dreams 


BUYING a new car should be an exhilarating moment, especially if you’re into luxury because the competition in that segment is fierce and the offerings increasingly plush. Bells and whistles, you say? Of course, madam! And then the curtains are drawn back or - at the very least - a silky, shimmery slip of fabric is whipped off your magnificent pride and joy, then the real fun begins.

Except the road to that happy eventuality is often fraught with frustration and delusion, especially for the female buyer. We may be responsible for the majority of car sales but our experience on the showroom floor has been less than optimal. 

‘Women don’t believe they’re taken seriously and it’s not uncommon for them to finally feel pressured into a car or optional features they don’t really want.’

Global research over the past decade has consistently identified women as the main influencers of car purchase decisions. In Australia, social analyst David Chalke has revealed that women drive 45 per cent of new cars on our roads and, more tellingly, are involved in 82 per cent of the decisions on which cars are bought. Not only are we part of 35 per cent of joint decisions but we’re making our own choice for 47 per cent of purchases - a number that is expected to grow as women’s personal earning power increases. 

Luxury car brands are aware women are calling the shots and say this fact is driving big changes in the automotive landscape, from the design and quality of the cars they produce to the experience they’re offering on the showroom floor.

Yet, women aren’t feeling “the love”. In fact, many of them refer to their treatment at the hands of numbers-driven salesmen as patronising, aggressive, intimidating and, ultimately, irrelevant to their needs. They don’t believe they’re taken seriously and it’s not uncommon for them to finally feel pressured into a car or optional features they don’t really want. 

Which is kind of crazy when we’re the ones who are driving the sales, don’t you think? It was this disconnect that led to the creation of Madam Wheels, a service for discerning women who love their luxury cars. As founder and editor, I created Madam Wheels off the back of a 30-year career in newspaper journalism during which time I became intimately familiar with the disparity between what women want and what they get from car salesmen, most recently as a columnist for the Australian Financial Review. My weekly “First Class” column covered everything of interest to high-net-worth individuals, including luxury cars, and my long-term appreciation of those cars (and affection for driving them quickly) fuelled my passion for acting on women motorists’ behalf. 

‘I simplify matters by taking out the sales hype and hand-holding women through the decision-making process.’

Today, I’m committed to getting women into the right cars for them, on their terms and at the best possible prices. Madam Wheels takes the high-science out of the car-purchase equation with a suite of offerings which aim to inform, educate and entertain women on all subjects motoring-related. I also act as a conduit between those women and the top luxury car brands that may appeal to them. They know they love luxury but may not be clear on which brand might best suit their sensibilities - be it an understated Audi or showy Aston Martin, a family-friendly Mercedes-Benz or high-octane McLaren. Perhaps the opulence of a Bentley or the thundering might of a Ferrari are more the way to go? 

Madam Wheels gets women into those cars so they can find out first-hand what it is that they like about them - or don’t - before they hand over the big bucks. And I simplify matters further by taking out the sales hype and hand-holding women through the decision-making process. 

‘Madam Wheels is committed to getting women into the right cars for them, on their terms and at the best possible prices.’

Ultimately, Madam Wheels is about seizing the day - enjoying the exhilaration of speed, the comfort and convenience of luxury as well as the thrill and discovery of travel. The very best cars encapsulate all these things, allowing their owners to take in the world around them at a more mindful, leisurely pace, in as-opulent or exciting a car as they can buy and in the company of people who are important in their lives. And there’s no downside there.

To that end, check out my Top 10 Tips for getting yourself into the car of your dreams. It really can be a lot of fun. If you’d rather my support, please be in touch.