I love to shop.

Clothes, décor, handbags—I’m that friend who compares fabric content and zooms in on stitching. I’ve been a style and retail reporter at a major newspaper and a national magazine editor, so yes, I have opinions. I’ve worked in luxury retail and seen how women will analyze every inch of a $400 sneaker before clicking “add to cart.”

 

But ask me to shop for a car? Hard pass.

I’ve never loved the process of being “put” in a car. You wait for hours, answer weird questions, and somehow drive off in something that doesn’t feel like you. It feels like a frat-house business model — confusing, exhausting, and a little shady. You wonder: did I just get played?

 

The pink tax is real: Research shows female buyers pay on average 1% more (and in some cases as much as 39.4% more) than men on auto financing. 

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And yet, women run this car game. We buy about 62% of all new cars and influence more than 85% of all vehicle purchase decisions.  

 

From my first “half-car” Scion to three Volkswagen Tiguans, I’ve felt this again and again. Even friends shopping for luxury cars tell the same story: there’s a secret language, and women were never meant to learn it. To make matters worse, asking questions about cars and expressing regrets is often met with an attitude of meanness.  

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There has to be a better way.

Cars are personal. They take us to work, to errands, to everywhere we need to go. We spend hours a day in them. So why does the buying process make us feel so small? Why is asking for a refrigerated armrest extra, but bragging about horsepower isn’t?

 

We can want practicality and power. Transparency and fun. Civility without apology. I don’t have car shopping completely figured out, but that’s why GoGoGirlGo exists. We’re here to ask the questions, share the secrets, and learn together—without the jargon, judgment, or little lady talk. Transparency leads here. 

 

My grandfather sold cars for years, and I think he’d approve of this new road we’re on. 

 

Let’s figure out this car thing together.

 

Go, go girl, go!

— Sara