Woman power on the rise in auto sector

Women are progressively dominating the car-buying process according to latest research on user trends. With an increase in licences, there are now more women than men on the road in the United States, a trend that is also being forecasted for Europe.

However, 50 per cent of women globally are dissatisfied with their vehicles, while 74 per cent feel they are misunderstood by carmakers.

Women are set to become a larger and more influential consumer segment than men, driving OEMs to launch specific models targeting women.

“As women become the dominant car buying segment, auto makers and suppliers need to change their product development strategy”, advises Olivia Price-Walker, Frost & Sullivan Visionary Innovation Senior Consultant.

“The rise of the female car purchaser is impacting OEM strategy and broadening some car categories. We believe OEMs will win by developing products and strategies that are directed at women,” she adds.

Nissan, Ford, and Volkswagen have already begun aiming new vehicle models at women. Smaller city cars started the trend followed by traditionally male categories such as luxury and SUVs. Simultaneously, OEMs are reacting to the global mega trend for health and fitness, by equipping vehicles with climate control systems for fine dust and ionising systems to filter out viruses and spores, high quality interior panelling, and ergonomic seating.

Research has identified eight key design trends of female consumer vehicle preferences. These include a customised, spacious cabin; high visibility around the vehicle and a sunroof; green credibility and low CO2 emissions; intuitive controls; wellness features; high quality materials (leather seating for instance); auto assist functions (park assist and sensorial doors); and personalisation options (like special pedals for long heels).

Currently one of the lowest global industry averages for diversity at 18 percent, the automotive industry will proactively hire women at all levels. By 2020, leading OEMs will have an average of 25 per cent female workforce and 15 to 20 per cent at management level.

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