Someone once said “women buy cars with their head while men buy cars with their heart.” Although there is no way of proving this statement, there is definitely a difference in the way men and women purchase automobiles and the concerns underlying their selections.
However, men are still the major car purchasers. In 2007 only 37.3% of all new vehicles were bought by women. So what do women look for in a car? First, the car must be affordable. Women appear to be more price conscious than men. And the car must be safe. Safety is a major concern for women buyers. It must also be practical. And finally women love a bit of design flair, however that is the frosting on the cake and not the cake.
Women buyers are more interested in the functionality of a car than in technology. For instance, women are very partial to fold down back seats, which can create more storage space and permit hauling of larger objects when needed. Women also appreciate hatchback designs that open and close automatically.
And women look for convenience. In the interior they look at consoles. Is there a place for a cell phone? Where can they put their purse?
Adjustability is also important, especially when there will be more than one driver. Women like to be able to adjust mirrors and seats without a hassle.
Women are more concerned about safety ratings and safety features than men seem to be. And women will pay more for safety features than for a powerful engine. For example, a luxury car that has the highest percentage of female owners is the Volvo S40. The Volvo S40 also passed the Insurance Institute for Highway Safety’s frontal crash test with flying colors. And the Volvo S40 ranked as the fifth most popular car purchased by women. Women either leased or bought 53% of the Volvo S40’s leased or sold.
Women are noted for their skills at multi-tasking so it is no wonder that they favor synchronized systems and hands free operations.
Fuel economy is also important to women and they will compromise on engine power to get this feature.
Price is another vital consideration. Women buy luxury cars just as men do. However women keep their purchases under the forty thousand dollar mark.
And although still in the minority, women buyers are important to automobile manufacturers. Just recently, Volvo designed a concept car targeted for the female market. It was designed by a team of women automotive designers and had such features as gull wing doors to facilitate easy entry and exit, computerized parking assistance, and capless ball valve fueling. This concept car is unique as it is the first to be designed by an all female team.
It was also an ergonomic innovation. At the time of purchase, the dealer performs a body scan on the buyer. All of the measurements are then stored in the key. When the driver inserts the key into the ignition, this information activates electric motors that make all the adjustments for comfort such as repositioning seats, seat belts, headrests, steering wheel, and mirrors.
And what is most interesting is that while men will often buy a woman’s car, women are least likely to buy a man’s car. So far, no women have registered the Honda Acura NSX.
Brenda Williams
http://www.articlesbase.com/automotive-articles/how-women-buy-cars-681320.html