A new survey from IPC magazines and Citroen reports that up to 14% of women now wish to buy a fast sports car. This shows a sharp increase in recent years. Due to these changing consumer desires, advertisements for sports cars, such as Ferraris, can now be seen in Vogue as well as Autocar.
Similarly, GalsCarGuide has been featured in Company magazine’s list of ‘rules to live your life by’. Company, which is aimed at young, trendya dn streetwise women, stated that getting a new car, one more suited to you, is a crucial factor to consider when ‘making over’ your life.
So, are cars the new handbags? Are women simply becoming more interested in technology and gadgets? Or have they always been, and simply haven’t had it acknowledged till now?
However, while the media and advertising industry are quick to respond to the changing needs of modern women, it seems that car dealers have not follwed suit. Despite the findings of the IPC and Citroen survey - which shows an increase in women’s desire for faster, more expensive cars - the survey also reports that they are stil not being taken seriously on the forecourt..
Despite 93% of women over 35 owning their own car, three out of five felt that car dealers did not take them seriously. These three in five women felt that car dealers assumed they only wanted to drive ‘runarounds’ when as many as 14% actually wanted a sports car or open-topped coupe.
It appears that dealers have failed to keep up with the rest of the world and change up a gear since the 1996 Which? Magazine survey which found that three out of five female researchers felt that some salemen were reluctant to deal with women.
But is it the motoring industry as a whole which is still stuck in the dark ages? Or is the problem restricted to dealers and their showrooms? Seeing as websites devoted singularly to car buying, such as GalsCarGuide, are being featured in magazines such as Company and Ferraris are gracing the pages of Vogue, I would venture a guess that the answer lies with the latter rather than the former.