What women want from motoring
The SMMT has published Women and Motoring, a report based on an Ipsos MORI omnibus survey and focus group discussions. The focus groups explored different attitudes to motoring in women under 40 and over 40.
Both younger and older women worryingly place environmental factors towards the bottom of their agenda when buying a car. However, there is more concern about the environmental impact of motoring in the under 40s. Younger women seemed more willing to consider buying vehicles with lower CO2 emitting technologies. Older buyers were dismissive of their role in limiting emissions, in fact the over 40 group generally felt that the manufacturers are responsible, exclusively, for delivering cleaner cars to the road.
Members of the younger group, however, acknowledged that consumer action also had a part to play: if people won’t buy a car, manufacturers simply won’t make them. It seems that sellers should not underestimate the power of the consumer, especially the young female one.
However, there were many areas in which age seemed irrelevant to womens’ views. Price, colour, appearance and style topped the agenda for both groups. And running costs were also high on the list.
“Our findings show that nearly as many women are buying cars as men. So manufacturers and dealers ignore their views at their peril,” said SMMT chief executive, Christopher Macgowan.
With women being so influential in the car buying market, GalsCarGuide is an essential resource for motorists. And Carsite, which is being heralded as the female friendly way to buy a car, is obviously paving the way for other car sellers who have not yet faced up to the massive influence female consumers now have when it comes to buying a car.
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