"The agreement between Mitchell1DIY.com online repair information and AskPatty.com is mutually beneficial for both companies as it will help draw additional business to each site, as well as provide brand name recognition amongst female do-it-yourselfers," said Dave Rady, senior account manager, business development, Mitchell 1. "Reaching this audience is especially important today as the percentage of women vehicle maintainers continues to grow. According to a market research study conducted by the Automotive Aftermarket Industry Association (AAIA), females are now responsible for performing maintenance in one-third of all DIY households."
Business Week reports that women make over 80 percent of the buying decisions in U.S. households today. "In effect, women have become nearly every family's chief purchasing officer," says Jody DeVere, president and CEO of AskPatty.com. "Businesses that do not change their approach to communicate more effectively with women will get left behind and leave themselves open to being over-taken by their competitors."
Mitchell 1 DIY provides professional instructions and illustrations that guide subscribing users through step-by-step mechanical repair procedures, complete maintenance information and service schedules, and the latest factory service tips, including recalls and 86,000 technical service bulletins (TSBs) with 197,000 supporting graphics. Mitchell 1 DIY gives instant access to over 169,000 repair articles and more than 3.9 million supporting graphics in the database, and the ability to print the very latest in auto repair. The Internet-based service covers all domestic and most import cars, light trucks, vans, mini vans and SUVs, with over 13,000 vehicles in the database for model years 1983-2009. Vintage models are available via DVD.
The Mitchell 1 DIY program is easy to learn and use, with simple procedures, specifications and graphics throughout the program. Subscriptions are available for weekly, monthly and yearly terms. For more information on Mitchell 1 DIY or to subscribe, visit http://www.mitchell1diy.com or www.eAutoRepair.net