Strategic Analysis of Women as Customers in the Global Car Industry

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Women are dominating the car-buying process, which is evidenced by an increase in licence holding. In the United States, female drivers now outnumber male drivers. Europe will soon follow. This study addresses the implications for the automotive industry caused by increasing growth of the female car customer. Topics include a visionary overview and strategic analysis of women as car customers; key statistics on women driving and buying cars; insight into future technology trends and female preferences; new business models to win the female customer; and the inherent potential market and business opportunities created by the rising power of the female consumer across the value chain. The study period is 2010–2025 with a base year of 2014.

Table of Contents

Executive SummaryKey FindingsFemale Influence Disrupting the Vehicle Value ChainPassenger Car Licences by Gender: Country SummaryOEM Models Aimed at Women and Predicted StrategyEight Key Design Trends Female Consumers will PushOEMs Evolving Small City Models: Citroen and BMWCase Study: Porsche Macan Engineered ‘for Her’Case Study: Nissan’s ‘Lady First’ DealershipsOEMs Targeting Females with New Business ModelsKey Participants in the Purchase Journey Automotive Industry: Diversity Statistics SummaryAnalysis of Women as Car Customers: Key ConclusionsThe Last Word—3 Big PredictionsResearch Scope, Objectives, Background, and MethodologyResearch ScopeResearch Aims and ObjectivesKey Questions this Study will AnswerResearch BackgroundResearch MethodologyDefinitions and SegmentationVehicle Segment DefinitionsWomen as Customers in the Car Industry: Introduction and Statistical OutlookTrends Driving Female EmpowermentTravel Patterns of Men and Women: Trip ChainingPassenger Car Licences by Gender: Country SummaryGlobal Passenger Car Licences by Gender: USGlobal Passenger Car Licences by Gender: UKGlobal Passenger Car Licences by Gender: ChinaChinese Women in Passenger Vehicle MarketChinese Women in Passenger Vehicle Market (continued)Global Passenger Car Licences by Gender: ItalyItaly—Car Ownership and TimelineGlobal Passenger Car Licences by Gender: SpainGlobal Passenger Car Licences by Gender: GermanyGlobal Passenger Car Licences by Gender: JapanGlobal Passenger Car Licences by Gender: CanadaGlobal Passenger Car Licences by Gender: BrazilAnalysis of the Influence of Women as Customers on Vehicle Design and Product Development TrendsOEM Models Aimed at Women and Predicted StrategyWhat Women BuyOEMs Evolving Small City Models: Citroen and BMWCase Study: Fiat 500 a Car for the ‘Emotional Soul’Case Study: Next Gen Renault TwingoCase 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 IndustryCars for Women: From Pink to PersonalisedFeatures and Benefits: What Women Do Not WantEight Key Design Trends Female Consumers will PushHow Women View Safety and Wellness FeaturesWhat Do Women Want?The Influence of Women as Customers on Sales and Retailing Trends and OEM StrategiesOEMs are Optimising the Marketing Mix for WomenCase Study BMW: From ‘Performance’ to ‘Joy’Case Study: Nissan’s ‘Lady First’ DealershipsOEMs Using Social Media to Market to WomenWomen Dominate Social MediaWomen and Luxury BrandsCase Study: Selling a BMWi, the Gender DifferencesNew Business Models to Target Female PurchasersOEMs Targeting Females with New Business ModelsKey Participants in the Purchase Journey Case Study: ‘drive like a girl’ PHYD Insurance (UK)Zero Ownership: Leasing to Women Gender Diversity: Key Automotive Industry StatisticsAutomotive Industry: Diversity Statistics SummaryFemale Leadership in the Automotive Jaguar Land Rover UK: Placing Future Success on Female EngineersCase Study: Renault-Nissan Alliance in Brazil Demographic Analysis of the Female Customer(Customer Research Results)Customer Research Analysis IntroductionGender 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 AnalysisRelated Social Trends Impacting the Automotive IndustryThe Diversity of the Female Consumer Buyer Profile: The Status SeekerBuyer Profile: Cash Rich and Time PoorBuyer Profile: PracticalBuyer Profile: LuxuryBuyer Profile: Seasoned ConsumerSummary Table: Importance FactorsConclusions and PredictionsKey Findings Female Influence Disrupting the Vehicle Value Chain Legal DisclaimerAppendixImpact of Female Empowerment on the Car Industry Women as Car Purchasers Diversity Change to Push Global Growth The Female Millennial Abbreviations and Acronyms UsedMarket Engineering Methodology




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