General Motors is trying to make the car buying experience a more positive for women with the launch of Women in the Driver's Seat, a new spot on the GM.com website. The company's press release has a quote from staffer Cynthia Price, who says that "“Women traditionally have not enjoyed the car buying and service experience." That seems to be a fairly universal theme, which also explains why many women don't buy cars alone, and they bring one of their male friends or relatives with them to do so. Car buying is stressful enough for anyone as it is, and all those stories we've all heard about women getting pushed around by car salesman should be a thing of the past.

In addition to improving the overall feel of a purchase, GM is trying to market in a different manner through its website for women, who studies show look at different features as priorities when choosing a vehicle, such as safety options, for instance. In addition, the site is running a contest through the end of 2005 with online shopping prizes and one grand prize of $10,000 towards a GM car and a day of high-performance driving at the Bondurant School.