Mitchell 1 announced today it has signed an Internet affiliate agreement between its Mitchell 1 DIY program (aka for automotive do-it-yourselfers and Inc.; a Web site, blog and second life venue that serves as a safe place for women to get advice on car purchases, maintenance and other automotive related topics.

“The agreement between online repair information and 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 “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 or .

About, Inc.: represents female consumers, who buy approximately 60% of all new cars, 53% of used cars, 40% of trucks, and 60% of passenger tires. In fact, women have influence on a whopping 85% of all automotive purchases. Despite their tremendous purchasing power, the majority of women find automotive-related shopping and servicing an unpleasant experience. is here for them.

With international headquarters in Thousand Oaks, California,, Inc. takes a two-pronged approach to revolutionizing the women’s automotive retail market: The website for consumers and the Ask Patty Certified Female Friendly Program for automotive retailers.

The Ask Patty Certified Female Friendly®, designed from the ground up, trains automotive retailers, including service and repair centers to attract, sell, and retain women’s business by guaranteeing a pleasant experience; one where women are welcomed, respected, and free from high-pressure sales tactics. Properly armed with the right tools and training, businesses across the country can increase their share of the largest and fastest-growing demographic of automotive consumers — women.

Go here to learn how to become an Ask Patty Certified Female Friendly retailer or visit

Ask Patty® and Certified Female Friendly® are registered trademarks of, Inc.

About the Author

Jill Schafer

Jill Schafer is the Marketing Communication Manager at Mitchell 1 and has over 20 years of marketing experience with high-technology organizations, including over 10 years in the automotive information industry.