America renews its passion for cars—Online - WSJ.com

Anne Fleming felt deeply confident as a negotiator—except whenever she entered an automotive dealership, where research shows that women pay more for cars than men.

So last October the former apparel executive in Pittsburgh launched a Web site called Women-Drivers.com, which offers negotiating tips, as well as reviews of female-friendly dealerships. In just nine months, the site has received reviews from several thousand women car shoppers. "We've gotten enough feedback to start ranking the female-friendliest dealerships," says Ms. Fleming...