Recognizing the disparities faced by communities of color, especially Black women, Gordon has launched a workshop specifically tailored to empower female customers, who often encounter challenges when purchasing a car.
Gordon’s initiative comes as a response to decades of research highlighting the disproportionately higher prices charged to the Black community, with Black women facing a significant price gap even when employing the same negotiation tactics as white males.
The newly launched workshop by GOJO Auto aims to provide female customers with essential insights into budgeting, credit importance, and understanding the dynamics of a fair deal.
“The moment I got my dealer’s license, I knew that I had an obligation to do more than just make money. I needed to make change,” she said. “And through education is the best way to make that change. There’s a huge disparity in communities of color when it comes to finances in general.”
With her newfound knowledge, she aims to empower consumers, especially women, to make financially savvy decisions in a male-dominated industry.
According to the car expert, the key elements consumers need to grasp are their purchasing power leverage and understanding pricing dynamics.
“It’s all about awareness,” Gordon stated. “If you know better, you do better.”
Amanda Gordon and GOJO Auto’s educational workshops mark a significant step toward dismantling financial disparities in the car-buying process.