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  5. > Strategic Analysis of Women as Customers in the Global Car Industry : Companies Tailor Models for the Largest, Most Influential Future Buyer

Key Findings

- Women are set to form a larger and more influential consumer segment than men, driving OEMs to launch specific models targeting women.
- In 2012, the gender balance tipped with women comprising xx% of all US driver’s licence holders, the largest segment across all age groups. Canada totalled xx% female drivers and will likely follow suit in 2014/2015 followed by the United Kingdom before the end of 2017.
- OEMs such as Fiat, Renault, Jaguar, and Porsche have been aiming key vehicle models at women. Smaller city cars started the trend but traditionally ‘male’ categories such as luxury and SUV are following. The top 10 OEMs will launch xx to xx vehicle models aimed specifically at women by the end of 2015.
- The dominance of female customers will drive changes in the retail space such as that undertaken by Nissan in Japan with its ‘lady first’ dealerships. Stores will become more lifestyle oriented, undertake a larger female staff, and emphasize consultative selling.
- Currently one of the lowest global industry averages for diversity at 18%, the automotive industry will proactively hire women at all levels. By 2020, leading OEMs will average a xx% female workforce and xx– % at the management level.
- New business models will attract women by offering features such as longer warranty periods, pay as you drive, and car as a service. Dealers, car brokers, leasing companies, and insurers will win competitive advantage by marketing specifically to women.

Eight Key Design Trends Female Consumers will Push

OEMs including Renault, BMW, and Mercedes are incorporating female-preferred features, and all leading OEMs across all categories will continue this trend.
Interior Cabin Space
Spaciousness is equated with comfort, and children are a key consideration. For example, 2014 models from Renault, BMW, and Citroen feature a xx% increase on cabin space.

High Visibility
Obstructed or unclear viewing angles around the vehicle are a key point of dissatisfaction. Use increases for panoramic sunroofs and glass viewing panels.

Green Credibility
This design feature is highly popular with women. The Range Rover Evoque is the greenest Range Rover; the 2.2-litre diesel option is the greenest Range Rover engine ever, with CO2 emissions of just xxg/km.

Intuitive Controls
Intuitive in this sense means easy to locate and identify, ergonomically positioned, and simple to operate (e.g., Ford’s easy-open boot).

Personalisation Options
Innovation in personalisation will be a key factor for securing multiple female buyer segments to the same model or brand (e.g., Fiat and Mercedes 2014 models offering nearly infinite personalisation options).

Auto Assist Functions
Past vehicles have been heavy and without assist functions. Features like park assist and sensorised doors are becoming standard.

High Quality Materials
The quality of the cabin materials used is equated with atmosphere—plastic is equated with poor quality. The 2014 models feature xx% more leather (compared to 2012).

Table Of Contents

Strategic Analysis of Women as Customers in the Global Car Industry : Companies Tailor Models for the Largest, Most Influential Future Buyer
Executive Summary
•Key Findings
•Female Influence Disrupting the Vehicle Value Chain
•Passenger Car Licences by Gender: Country Summary
•OEM Models Aimed at Women and Predicted Strategy
•Eight Key Design Trends Female Consumers will Push
•OEMs are Evolving Small City Models: Citroen and BMW
•Case Study: Porsche Macan Engineered ‘for Her'
•Case Study: Nissan ‘Lady First' Dealerships
•OEMs Targeting Females with New Business Models
•Key Participants in the Purchase Journey Targeting Women
•Automotive Industry: Diversity Statistics Summary
•Analysis of the Female Car Customer: Key Conclusions
•The Last Word—3 Big Predictions
Research Scope, Objectives, Background, and Methodology
•Research Scope
•Research Aims and Objectives
•Key Questions This Study Will Answer
•Research Background
•Research Methodology
Definitions and Segmentation
•Vehicle Segment Definitions
Women as Customers in the Car Industry: Introduction and Statistical Outlook
•Trends Driving Women Empowerment
•Travel Patterns of Men and Women: Trip Chaining
•Passenger Car Licences by Gender: Country Summary
•Global Passenger Car Licences by Gender: US
•Global Passenger Car Licences by Gender: UK
•Global Passenger Car Licences by Gender: China
•Chinese Women in Passenger Vehicle Market
•Global Passenger Car Licences by Gender: Italy
•Italy—Car Ownership and Timeline
•Global Passenger Car Licences by Gender: Spain
•Global Passenger Car Licences by Gender: Germany
•Global Passenger Car Licences by Gender: Japan
•Global Passenger Car Licences by Gender: Canada
•Global Passenger Car Licences by Gender: Brazil
Analysis of the Influence of Women as Customers on Vehicle Design and Product Development Trends
•OEM Models Aimed at Women and Predicted Strategy
•What Do Women Buy?
•OEMs are Evolving Small City Models: Citroen and BMW
•Case Study: Fiat 500 a Car for the Emotional Soul
•Case Study: Next Gen Renault Twingo
•Case Study: Porsche Macan Engineered ‘for Her'
•Case Study: Mercedes S Class - Cabin Designed for ‘Energizing Comfort'
Analysis of the Influence of Women as Customers on Feature and Technology Development in the Car Industry
•Cars for Women: From Pink to Personalised
•Features and Benefits: What Women Do Not Want
•Eight Key Design Trends Female Consumers will Push
•How Women View Safety and Wellness Features
•What Do Women Want?
Influence of Women as Customers on Sales, Retailing Trends, and OEM Strategies
•OEMs are Optimising the Marketing Mix for Women
•Case Study BMW: from ‘Performance' to ‘Joy'
•Case Study: Nissan ‘Lady First' Dealerships
•OEMs Using Social Media to Market to Women
•Women Dominate Social Media
•Women and Luxury Brands
•Case Study: Selling a BMWi the Gender Differences
New Business Models to Target Female Purchasers
•OEMs Targeting Females with New Business Models
•Key Participants in the Purchase Journey Targeting Women
•Case Study: ‘drive like a girl' PAYD Insurance (UK)
•Zero Ownership: Women Leasing
Gender Diversity: Key Automotive Industry Statistics
•Automotive Industry: Diversity Statistics
•Female Leadership in the Automotive Industry
•Jaguar Land Rover UK; Placing Future Success on Female Engineers
•Case Study: Renault-Nissan Alliance in Brazil
Demographic Analysis of the Female Customer (Customer Research Results)
•Customer Research Analysis Introduction
•Gender Comparison
•Luxury Car Brands Comparison by Gender
•Key Criteria for the Next Purchase—Female
•Key Criteria for the Next Purchase—Gap Analysis
•Generation Y General Attitudes
•Generation Y Attitudes Toward Personalization
•Key Conclusions From Customer Research Analysis
Related Social Trends Impacting the Automotive Industry
•The Diversity of the Female Consumer
•Buyer Profile: Status Seeker
•Buyer Profile: Cash Rich and Time Poor
•Buyer Profile: Practical
•Buyer Profile: Luxury
•Buyer Profile: Seasoned Consumer
•Summary Table: Importance Factors
Conclusions and Predictions
•Key Findings
•Female Influence Disrupting the Vehicle Value Chain
Legal Disclaimer
Appendix

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