Top car brands attracting women

March, being the month holding the Internationals Women’s day, Carmudi, the easiest way to sell or buy your car online, carried out a research to find out what top car brands around the globe are doing today to attract women.

Victoria BeckhamAccording to their research, 1 out of 5 women avoid car workshops. This is because it was found that 22% of women were not comfortable with the environment, 28% reported that they were nervous about asking technical questions and 31% said they were confused by the jargon used by the trade.

The University of Toyota provides extensive training to dealers about how they can create a gender-neutral sales situation and so it is no surprise that women buy almost half of Toyota certified used vehicles sold by Toyota dealers. The findings also show Nissan, as part of its “lady first” project, plans to revamp more than 300 of its dealerships in Japan in order to cater to women.

Given that social media is more popular among women than men, it is seen that sales and marketing campaigns are slowly becoming a key way to capture the attention of women.

BMW believes that more women under the age of 30 are leasing luxury cars. Thus, the German car brand’s “joy” campaign is targeting young professional women

Kia introduced its 7 year warranty, capped price servicing and roadside assistance which have too been successful at attracting women.

Before 2014, nearly 8 out of 10 Porsche buyers were men. However, in 2014, the Porsche “For Her” Macan was introduced targetting females that were interested in buying SUVs and small sporty convertibles. It came with over 600 personalisation options, a panoramic sunroof and a higher seating position than shoulder line. Porsche also announced tennis star Maria Sharapova as its brand ambassador.

Also, the Land Rover Evoque, which was designed and endorsed by Victoria Beckham, has been the first Land Rover model that has had more women customers than men.

To attract women, car brands have been introducing more interior space, better quality materials such as leather and improved convenience features for parking and maneuvering. 8 out of 10 Mini drivers in China are women since the 2014 BMW Mini comes with automatic parking, an infotainment touch screen and back up camera. All this makes it more appealing to women. The 2014 Citroen C1 also evolved to appeal to women. The car is highly personalised, with leather trim and also comes with a reverse parking camera and a 7 inch touchscreen that controls the radio, phone and computer.

So everyone wonders if women will become a bigger and more valuable consumer segment for cars than men pretty soon.


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