Last year, more than 900,000 women received GM's "Women in the Driver's Seat" booklet in the mail last year. The service and maintenance guide, designed to fit into a glove compartment, included a sweepstakes entry and contained checklists, tips and answers to questions like, "What do brake noises tell you?" and "What is the difference between a recall campaign and a voluntary recall?" GM has also developed a Women in the Driver's Seat micro Web site devoted to women's concerns; it covers additional subjects, such as the purchase process and safety. When sending a message specifically to women, companies run the very real risk of alienating the very people they are trying to engage. Price says it's a difficult balance to strike.