A study recently completed by the Ford Motor Company shows that women are twice as likely to shop for cars during the evening as during daylight hours. Research Director Ben Dover completed a two-year study in Des Moines and New Orleans using 200 Ford cars. Unemployed construction workers were hired to ride around and look for customers.
Former carpenter Richard Keester reported, "In many Des Moines neighborhoods, all I had to do was pull over to the curb past 10 o'clock and there would be several beautiful women wanting to buy my car. Many were willing to put $200 down right on the spot.
Jack Thomas, between plumbing jobs in New Orleans, had no trouble finding female customers after dark. "These ladies are something else---they get right to the point!"
All survey respondents reported that it was nearly impossible to find any women wanting to purchase cars during daylight hours.
Ford Motor Company announced that it would be reorganizing its national sales efforts to attract female buyers.
Speaking to reporters Sunday at the National Automobile Dealers Association convention, Ford Division President Steve Lyons said, "Whenever you see a Ford pulled over to the curb at night, you can be sure one of our salesmen are closing a deal with another female customer!"