Sales of automobiles in the U.S. are in a slump. Could women be the answer to the industry's woes?
Automakers that may have once struggled to connect with female buyers are increasingly looking to attract more women into showrooms with vehicles that offer more safety features, ergonomic controls in the cockpit and higher fuel economy.
Sixty-two percent of all new cars sold in the U.S. are bought by women, according to research from Cars.com, which also found that women influence more than 85% of all car purchases. Unlike men, women don't make buying decisions purely based on make and model, said Cars.com Editor-in-chief Jenni Newman. Instead, their concerns are practical: How much cargo space is available? How comfortable are the seats? Is the vehicle reliable over the long haul?
Rebecca Lindland, an independent auto analyst, said she’s seen a dramatic shift in the advertising of vehicles to women, including ads that leave out men altogether. But that approach has its risks.Or, as Caldwell, the Edmunds analyst, said: “Women feel comfortable driving a car marketed toward men. But guys don’t want to drive a chick’s car.”
Luxury British automaker Aston Martin has made a concerted effort to reach wealthy female drivers. It established a female advisory board to work in conjunction with the marketing, engineering and design divisions of the company. The eight female members act as a “sounding board” for products and business decisions, according to Laura Schwab, president of Aston Martin the Americas. The company also relied heavily on the feedback the board offered on the interior of the DBX, Aston’s first SUV.
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