Women consumers 'must be acknowledged by motor industry'

Posted :06-09-2006

If members of the motor industry do not meet women's needs, they could lose millions of pounds, according to new research form EurotaxGlass.

The auto industry is failing to take into account that women make up 45 per cent of drivers and influence 80 per cent of purchases, according to the research.

Some manufactures and dealers are belatedly starting to invest in women targeted marketing drives.

Collette Dunkley, chair of General Motors' female buyer initiative committee, said: "Change cannot happen overnight, but with most of the potential growth in the market predicted to be in sales to women over the next 15 years, it's absolutely fundamental that the industry gives women the attention they deserve.

"It's important to understand that women respond to different types of communication and they have quite different purchasing behaviour to men."

Car insurance companies have recently started to offer women-specific coverage.

Women-targeted insurance company Sheila's Wheels has been spectacularly successful since it was founded.



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