What Women Want

By: Chris Travell

No, this is not about the 2000 movie telling the story of Nick Marshall and Darcy McGuire, but something more pertinent as automakers and dealers head into the 2013 spring selling season.  If you are considering a strategy to bring more women to the brand or dealership, there are some things you need to consider.

Let me know what you think.



3 Comments on “What Women Want”

  • Don Mertens March 28th, 2013 8:18 am

    It would be cool if through your examination and research, you can say whether “targeting” the female market is really a valuable concept. It is a double edge sword, as you can see from the previous generation New Beetle. You run the risk of turning off male buyers who may have an aversion to a “chick car”. Alternatively, women don’t seem to have an aversion to a “guy car”. This could be a valuable study.

  • Chris Travell March 28th, 2013 8:48 am

    Thanks for your comment Don. Yes – that will be covered in one of the blogs in the next few weeks. You’re right because manufacturers have to ask themselves – is it worth it? What are the KPIs against which you judge if this opportunity is worth pursuing. There has to be an assessment lens through which the targeting of any segment of the market is evaluated. Stay tuned.

  • Christi March 28th, 2013 3:34 pm

    Mini? Really? Did you divide your data by height? I won’t even fit in the first two lines, much less have kids ride behind me. I’m excited to see how the data breaks down based on usage and demographics, as I don’t see myself (or my 30-something peer group)in this first set of data!

Leave a Reply