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Table of Contents
Page
I. Introduction
a. Purpose 2
b. Overview 4
II. Body
a. Automobile Industry in the Past 4
b. Women- An Increasingly Important Market to Consider 5
c. Men and Women Don’t Shop the Same Way 7
d. What Are Women Looking for when they Purchase a Car? 9
i. Safety 10
ii. Passenger/Cargo Space 10
iii. Fuel Efficiency and Environmental Impact 11
iv. Connectivity and Technology 12
v. Cost Conscious 12
vi. Reliability 13
e. In Contrast, What Features Do Men Look For When Purchasing a Car? 13
f. Are These Factors Changing? 14
g. Women Still Pay More for the Car than Men 15
h. Attempts to Reach Women
i. Dodge La Femme 17
ii. Volvo-Your Concept Car 19
iii. Fiat 20
iv. Attempt to Make a Traditionally Female Car Work for Men 21
III. Conclusion
a. Summary 22
b. Recommendations to the Automobile Industry 23

IV. Works Cited 27

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Women & The Automobile Industry:

What does the automobile industry need to understand to better reach women?

Introduction

Purpose

Historically, marketing efforts in all industries have been geared towards men- the

traditional breadwinner of the family. In addition, advertisements have traditionally reinforced

the idea that women are inferior to men. A study in 1970 discovered that print advertisements,

up to that point, had portrayed women’s roles as, “(1) a woman’s place is in the home, (2)

women do not make important decisions or do important things, (3) women are dependent and

need men’s protection, and (4) men regard women primarily as sexual objects; they are not

interested in women as people” (Belkaoui & Belkaoui 168). Rarely did these advertisements

portray women in powerful, working roles. However, with the advent of the Feminist

movement, there became a change in the role women could play in U.S. society. In fact, as the

U.S. economy increasingly relied upon activities unrelated to physical strength, women

became more capable of performing and contributing to the workforce (Green & Cunningham

325). Thus, the lines between men and women’s roles became less distinguishable and put

women in a more independent position regarding both economic and social support (Green &

Cunningham 325). As the gender role landscape changed, a follow-up study was conducted to

see if the way women were portrayed in print advertisements had changed. In fact, by 1972,

there were more occurrences of women visibly in working roles but “no significant change in

frequency with which women were shown operating independently of men when purchasing

big ticket items such as cars or major appliances…” (Belkaoui & Belkaoui 168).
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Today, as demographic trends continue to evolve along with the role of women in U.S.

society, we find women are now in the forefront of purchasing decisions for both large and

small ticket items. Overall, women today make 85% of brand purchase decisions for the

home; but, strikingly, 91% of those women also feel advertisers misunderstand them as a

consumer (Holland, She-conomy). Certain industries fail to empower women to make

purchasing decisions. However, as the roles of women continue to change, it is necessary for

marketers to understand and address what women want from a product and through what

channels to deliver their messaging to best reach the female audience. In other words, women

have become a critical part of the decision-making and purchasing processes, and industries

that fail to understand that are missing a huge opportunity to increase their overall sales.

One industry that has consistently struggled with the proper messaging towards

women is the automobile industry. Today, women individually make 52% of automotive

purchases and influence nearly 80% of all automotive purchases, and yet commercials still

attempt to appeal to men by showcasing the engine or horsepower of the car (Brennan 37). In

order to become more successful, it is necessary for the automobile industry to understand

what features appeal to women. Furthermore, it is necessary to remove all traditional

stereotypes of women and no longer assume, for example, that all women want a minivan to

chauffer around their children. Finally, the automotive industry must understand how much

and where women are researching prior to their automobile purchase. By understanding how

these facts may differ from men, an automobile manufacturer will obtain a competitive

advantage by finally tapping into a market that has been misunderstood for decades.
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Overview

This thesis will discuss gender differences in automobile purchasing decisions.

Specifically, it will explore what the automobile industry has looked like in the past, how

women have become an increasingly important market to consider, and what women are

looking for when they are searching for their automobile as compared to men. Further, it will

address whether or not the differences between men and women are as great as they seem as

women continue to become more equal with men in the workforce. Moreover, this paper will

discuss how certain gender stereotypes arise and how they may threaten a woman’s ability to

purchase a car. Finally, the paper will cite specific cases of success and failure in the

automobile industry and make recommendations to successfully reach women in the future.

The Automobile Industry in the Past

With Henry Ford’s innovation of the Model-T and the introduction of the assembly line

in the manufacturing of automobiles, male employees who could handle the labor-intensive

work infiltrated the automobile industry. The automobile became a way for men to leave the

home and earn their money in other places, away from the farm. In turn, it created a greater

separation between the roles of men and women (Wachs 100). As men continued to leave the

home to provide for their family, women became more and more responsible for the demands

of the household (Wachs 100). While some women did drive cars during the early

introduction of the automobile, it was rare and often not for long distances (Wachs 101).

Additionally, when they did have the ability to drive or own a car it was often for the needs of

the children, consistent with what is often still seen today. General Motors ran an

advertisement in the 1920’s picturing a woman with her children picking flowers. The

advertisement positioned the car as a way for women to create memories with her children
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and foster togetherness, remaining consistent with the role of women and never promoting

their independence. Other automobile advertisements of the time were not too different

(Wachs 104).

In addition to the working roles of men and women affecting the view of women in the

automobile industry, the stereotype of the woman driver was introduced. According to

Michael Berger, a human development scholar, the stereotype developed as a way to keep

women in their place and limit their desire to drive or develop their own sense of freedom as

well as limit their ability to influence society (Wachs 106). The stereotype still exists today as

one of the most lasting American Culture myths, perpetually reinforcing the society’s gender

roles (Wachs 106). For decades, without evidence, women drivers have been characterized as

less aggressive, more erratic and unpredictable, and overall, less skilled than their male

counterparts (Wachs 106).

As a result, the automobile industry became a place for men. The men helped design the

car, assemble the car, advertise the car, and, ultimately, sell the car. In other words, it became

an industry that was run by men for men. Consequently, the industry failed to understand how

to reach women or understand their needs when purchasing a car. The industry became

absorbed with the increasing technology and size of the engine and forgot that at the end of

the day, the car selling business is still a people business (The Daily Telegraph 39).

Women- An Increasingly Important Market to Consider

Today is the era of the modern woman. Women are now college educated; they

participate in the workforce, and have discretionary income to spend. However, just fifty

years ago a mere 39% of college undergraduates were women (Goldman, Katz & Kuziemko

1). Furthermore, those women who did attend college went in order to pursue traditional
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female occupations such as nursing or education (Goldman, Katz & Kuziemko 2). It was not

until the late 1960s and early 1970s that women began to seek careers as opposed to jobs

(Goldman, Katz & Kuziemko 2). Since then, women have continued to excel in higher

education and becoming a majority of their undergraduate class. In fact, today, about 58% of

college undergraduates are women (Lewin 1). In other words, over the past fifty years, higher

education has seen a gender gap reversal. But what are the actual implications of having more

women attending college? Simply put, it means more women in the workforce earning their

own money.

As of 2009, “women held 49.83% of the nation’s 132 million jobs;” a number that was

only expected to increase in the coming months and years (Cauchon 1A). While it has taken

decades to get to this point, the percentage marks the increasing significance of women as

wage earners. In fact, approximately 40% of women are the primary breadwinners for their

household or contribute a significant amount to the family’s overall income (Gibbs 1).

Despite women still earning less on the dollar as compared to men, up to this point, women

have never had such extensive buying power, spending up to $4 trillion annually (Knowledge

at Wharton).

Now, reaching and selling to women is crucial for the success of any product. No

longer do women rely upon men for economic support. In fact, women today are empowered

by their ability to be informed about the automobile industry and make purchasing decisions

independent of a male’s input. But how many women are actually reveling in this new

economic independence? Studies find women, today, make 85% of brand purchase decisions

for the home (Holland She-conomy). More specifically, women make 52% of automotive

purchases and influence nearly 80% of all automotive purchases with no signs of them
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slowing down (Brennan 37).

Men and Women Don’t Shop The Same Way

In order to successfully target women, the automobile industry must first understand

that the way men and women shop is not the same. According to researchers at Wharton's Jay

H. Baker Retail Initiative and the Verde Group, “men buy, while women shop” (Knowledge

at Wharton). Men are looking to get what they came for and leave while women are searching

for an experience when they shop. To elaborate more, women do not mind taking their time

while they shop because they enjoy the experience, while men want to shop quickly in order

to move onto the next activity.

Women also rank unfriendly salespeople or a lack of assistance as some of the top

contributing factors to an unsatisfactory trip to the store (Knowledge at Wharton). They are

looking for salespeople to inform them of new products, show them what products will work

best for them and, overall, make them feel important. On the other hand, men often cite a lack

of close parking, an out of stock product, or a lazy salesperson, unwilling to check the store’s

inventory or take them to the correct aisle, as factors that may lead to a disappointing trip.

Men rarely interact with salespeople prior to checkout. Paula Courtney, president of the Verde

Group, concludes that women take interactions with the salespeople personally, while men

just want the salespeople to direct them to the item they need (Knowledge at Wharton).

Consequently, a rude salesperson or someone seemingly uninterested in helping is likely to

result in women not returning to a store, resulting in lost sales, an important thing to note for

any car dealership.

However, women do not just differ from men in what they seek while at the store.

Women remain in the purchasing decision process much longer than men even before they set
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foot in the store. In fact, studies find that women spend approximately 17 weeks in the

purchasing decision process, while men only spend about 15 weeks (Alexander 1).

Furthermore, women tend to rely on places they feel they can trust for their information such

as their friends, websites, news reports, and even product placements in their favorite shows

or trusted television spots on Oprah or Trading Spaces (Gogoi 1).

The greatest impact on car buying research has come with the advent of the Internet.

Several websites exist to provide advice and opinions for women to make the best car buying

decision. For example, AskPatty.com is an online community with a two-part mission. First

and foremost, the website strives to provide women with expert car advice and trustworthy

consumer reports. Secondly, the site offers advice to car manufacturers and dealerships on

how best to “reach, sell, and maintain the customer loyalty of women” (AskPatty.com). In

addition, “Motherproof.com is dedicated to providing women in general and mothers in

particular with useful and entertaining new-car reviews” (Motherproof.com). Finally,

Roadandtravel.com seeks to understand what women really want from a car while providing

forums for women to voice their opinions and experiences. These websites provide women

with a greater support system than they have ever had in the past. They allow women to

discuss their car buying experience and caution women looking to purchase a car in the

future. Combined, they have allowed women to enter car dealerships armed and ready to get

what they want.

Beyond the use of informational websites, women are also seeking out social media

sites more often than men to gain information. Overall, 68% of women are likely to

communicate via social media while a only 54% of men are likely to do the same (O’Malley

1). Of those women, 32% participate on social networks and 64% read, comment or post
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blogs in order to get information (Wright & Page 18). More specifically, 41.3% of women

rely on blogs to get information about cars and 26.8% rely on other social media websites

(Wright & Page 20). The popularity of social media sites and blogs for information comes

again from the idea that women are seeking information that can be trusted. Women enjoy

reading about the experiences of their peers and are much more likely than men to change

their opinion of a product and overall likelihood of purchasing a product after reading a

review online (MarketingVox).

The implications of these gender differences for the automobile industry are simple.

First, automobile dealerships must provide a positive experience for women achieved through

friendly, informed salespeople and an environment that allows a woman to relax. Second,

brands may need to turn away from traditional advertising and move more towards a social

media campaign to better reach women. Finally, manufacturers must understand that women

want to be informed when making their purchasing decisions. Therefore they must understand

where women are going to get their information. Once this is determined, they must start a

conversation. In other words, brands must work to get women to talk about their experience

with the brand. Then it is up to the brands to monitor what is being said. As previously

mentioned, women are much more likely than men to change their opinion or likelihood of

purchasing a product upon reading a negative review. Therefore, automobile brands must

always be aware of how they treat women in the store, as the personal experience can be

everything, to prevent a social media disaster.

What Are Women Looking For When They Purchase A Car?

Today, automobile companies find that women are looking for the car that will go the

extra mile (Alexander 1). Women want the car that ranks high on performance and design but
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also offers top of the line safety features and maximum storage. Furthermore, women are

looking for the brand they can trust to always be there for them. They want a brand with

friendly and helpful employees that will ease the car buying experience. Perhaps the most

important point for automobile manufacturers to recognize is that women no longer want a

minivan (Jones 1). Women are looking for style just as much as male car buyers.

Safety

“Safety is still the primary determinant of women's satisfaction across almost all

vehicle categories” (Helperin 1). In fact, according to a survey conducted by Edmunds.com,

77.8% of women value safety over only 65% of men (Helperin 1). When a woman shops for a

car for her family, she is most likely seeking something that will protect both her and the

children in it. As they spend a significant amount of time traveling from school to after school

activities, women are looking for the car that will keep the children comfortable and safe in

case of an emergency. In addition, as a woman shops for a car for her freshly licensed

teenager, she is not looking for the car that will make her child look the most stylish or drive

the fastest, rather she is concerned with how well the car will protect her child in a car

accident.

Room for Passengers/Cargo

In addition to safety, women often express a need for extra space for passengers or

cargo (Russell G17). As mentioned before, women are often the one driving their children to

and from different after school activities. Rarely, however, is it just their children in the car.

Often these women are driving their children, their children’s friends as well as everything

else they may need for practice or their next big game. However, it’s not always just about the

children. Women also value extra trunk space for their shopping bags, groceries and even
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their luggage. In these cases, women look for flexible compartments that allow them to

change the space to work with their every day needs (Russell G17).

In the past, families, in particular women, flocked to the minivan to solve all space

issues; however, many car dealers today find that women are opting for a more stylish, multi-

functional car than the traditional minivan. This new brand of car is known as the “multi

activity vehicle with the ultimate blend of flexible seating, cargo capacity and passenger

accessibility” (Varela 1). No longer are women willing nor are they forced to drive around in

the stereotypical “soccer mom” car. Today, women flock to cars like the Mazda5, which

provides enough seating for six people with easily accessible, sliding car doors, the Ford C-

Max, providing enough seating for up to seven passengers, and the Prius V, providing seating

for up to five passengers and extra legroom and trunk space (Varela 1). With options like

these, women are able to still obtain functionality without sacrificing style.

Fuel Efficiency and Environmental Impact

Women also value automobiles with fuel efficiency and minimal environmental

impact. Overall, 38% of women cite fuel economy as the most important factor when

selecting a car as compared to only 24% of men who feel the same way

(ConsumerReports.org). As family size increases a larger car may be necessary, but families

still want to achieve the same level of fuel economy as their old, smaller car

(ConsumerReports.org). This suggests, women value a car that will allow them to get to the

places they need to be while not putting too much of a hole in their pocket with their new

family lifestyle. Furthermore, many women have become more environmentally conscious. In

fact, 82% of women, as compared to only 72.3% of men, rate environmentally friendly as an

important attribute when selecting a car (Helperin 1). Cars such as the Nissan Leaf and Chevy
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Volt have allowed women to drive their families around while still decreasing the size of their

carbon footprint (Varela 2).

Connectivity and Technology

As women are now more on the go than ever and attempting to balance their career

with their family, they demand a higher level of connectivity from their car (Russell G17). In

other words, women are seeking systems that keep them connected to the Internet and their

phones while driving in order to help them stay connected to their friends, family and work all

at the same time (Russell G17). For example, “Toyota's Entune touch screen can send and

receive texts audibly. It also lets drivers update their Twitter or Facebook status with voice

commands” (Varela 2). Moreover, many cars today provide the Bluetooth feature that allows

drivers to be on their phone hands free not only promoting convenience but also safety.

Women also value technological features such as OnStar that provide driving directions and

immediate contact to emergency personnel, if needed. When surveyed, nearly one in three

women said they felt unsafe when driving in the car alone ("Survey Says 1 in 3 Female

Drivers Feels Unsafe on the Road Alone”). However, 94% of female OnStar subscribers said

they felt more comfort in driving alone since the installment of the technology ("Survey Says

1 in 3 Female Drivers Feels Unsafe on the Road Alone). Together these two technology

devices provide the next level of comfort and trust women are searching for when purchasing

an automobile.

Cost Conscious

Women are looking to make the practical purchase. According to a survey completed

by CarMax, Inc, 33% of women rank price as the most important factor when selecting a car

(CarMax.com). This statistic suggests that women are looking for a car that will allow them to
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do everything they need while still saving money for their family. As women find themselves

more in control of the family’s spending habits, they find it important to select the car that is

the best fit for the family without taking too much away from the rest of the family’s

discretionary income. This has become even more common in recent economic downturns

and the rise of couponing and bargain hunting.

Reliability

Finally, many women rank reliability as key factor in selecting a car. Again according

to the survey completed by CarMax, 29% of women ranked reliability as the most important

feature when purchasing a car (CarMax.com). These findings may lead one to believe that

with busier schedules, women need a car they know will perform each and every day. They

need a car they can trust to get their kids to school on time and get them safely to work on a

rainy day. For women, the purchase of and interaction with the car is personal. For every day

the car performs, it becomes more reliable and women begin to trust not only the car but also

the brand. As trust is built with the brand, women become loyal customers.

In Contrast What Features Do Men Look for When Purchasing a Car?

Engine Design, Horsepower, Style, Sound System, & Front Visibility

In contrast to the reliability and value women search for in a car, men are often found

purchasing cars that are “big and brawny or high-price, high performance vehicles” (Edgerton

1). In turn imported, high priced sports cars and trucks top the list of the best cars for men

(Edgerton 1). Men are looking for the car that will show off their success and status and get

the attention of others around them (Jones 1). Men tend to be much more concerned with flash

than women, who seek practicality, with their car purchases (Jones 1). Thus, it is not
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surprising that engine design, horsepower, style, sound system, and front visibility rank at the

top of the list of features men search for in an automobile.

Despite the fact that automobile manufacturers have been reaching men through

advertising for decades, marketers have had to become more creative in the ways in which

they promote their flashy cars to men. As the younger target market watches less television,

automobile marketers have used video game test-driving and concert sponsorships (Halliday

34). Other marketers have used online brand communities and sports sponsorships to gain the

attention of the male audience (Halliday 34). No matter what the outlet of choice, the most

important message to men from marketers is the level of performance and how the car will

make them look and feel relative to their male counterparts.

Are these factors changing as women become more equal in society?

Many marketers speculate that the factors men and women search for in a car are

converging. As women become more equal in society and their roles less defined, the reasons

behind a certain car selection become more and more blurred. Margret Brooks, a Chevrolet

marketing manager, stated “If I went back 10 years ago, you would see much more of a

difference in reasons for selecting a vehicle between men and women.” (Elliot 1). Further, Liz

Pilibosian, chief engineer for the 2008 Cadillac CTS, believes that developing a car for

women will ultimately satisfy the needs of all parties (Alexander 2). Today, we find more

women purchasing sports cars, SUVs, and trucks rather than the traditional and somewhat

cliché minivan. Statistics show that women purchase about 25% of Corvettes, 45% of all

SUVs and the same number of full size pick-up trucks as minivans (Jones 1). Why? As

women achieve more success in the workplace via greater equality, higher wage earnings and

executive level positions, they tend to seek the same status symbols, such as flashy
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automobiles, as men (Jones 1). In other words women taking over the boardroom are looking

for a car that will enhance and be consistent with their self-image. While reliability and value

are still important to women, women now want to purchase their dream car to highlight their

success (Jones 1).

These trends have been most commonly found with divorced, baby boomer women

who have the money to spend on luxury cars as well as women who have delayed marriage

and a family in order to pursue a career (Jones 1). Other studies show that men and women

are looking for the same factors, just the order of importance is different. Women will tend to

rank safety and passenger space higher than the engine size and horsepower (Jones 1).

Women Still Pay More for a Car than Men

Studies in recent years have shown that women and minorities still may be paying

more money for new cars than men. One study reflects that women and minorities pay about

two-percent more than white male consumers on brand new cars when entering the dealership

(Roadandtravel.com). While the Internet has helped women to battle some price inflations,

not all women enter the dealership prepared. When they do not enter the dealership prepared,

stereotype threat may be one of the contributing factors that leads women to over-pay.

Stereotype Threat

Stereotype threat arises in settings in which a person believes that a negative

stereotype about their group may cause others to regard them differently (Lee, Kim & Vohs

1). It affects a consumer’s ability to make decisions and perform to their fullest ability as they

develop anxiety over the fear of being judged or stereotyped by service providers. Often,

researchers still find these effects even when the subject feels competent in the field. Previous

field studies from Ayres and Siegelman showed high occurrences of gender discrimination in
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car purchases. Specifically, they found many car dealers making assumptions, during the

negotiation process, about a buyer’s knowledge and bargaining abilities and taking advantage

of the consumer based on their race or gender (Aryes & Siegelman 317). Because automobiles

are such a big-ticket item, there is often a lot at risk in the purchasing decision. To combat the

risk and fear of being judged, in 2005, 75% of women planned to bring a man with them to

the dealership (Blumberg 2005).

In an experiment conducted by Lee, Kim and Vohs, the researchers suggested that

women would be much less likely to purchase a car from a male salesperson as opposed to a

female. To test this hypothesis, the researchers set up an experiment with four different

situations. In one situation, the female car buyer was exposed to a vanilla scent, meant to de-

stress the subject, and a female salesperson. In another situation, the female car buyer was

exposed only to a female salesperson. In the third situation, the female car buyer was again

exposed to the vanilla scent and a male salesperson. Finally, the fourth situation exposed the

female car buyer to only a male salesperson. All participants were given a survey that

described the purchase situation and the salesperson. The vanilla scent was rubbed into the

survey for those assigned to scent exposure. The participants were then asked to rank the

probability they would purchase a car from that dealership (Lee, Kim & Vohs 8).

Consumer intentions to purchase a car from the dealership were much lower when

consumers imagined interacting with a male salesperson than with a female salesperson. In

the situation with the female salesperson, the scent did not matter, as purchase intentions

remained the same. In both the female and male salesperson environment, “the vanilla scent

quelled their anxiety, which eliminated salesperson gender as a means for deciding about

purchase intentions” (Lee, Kim & Vohs 8). Finally, even though the scent helped calm
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participants’ anxiety in the male salesperson scenario (leading purchase intentions to be

higher than with the male salesperson and no scent), purchase intentions were still lower than

when the salesperson was female. Overall the results continued to support the theory that

when women are aware of a negative stereotype, they will develop more anxiety and,

ultimately, lower their purchase intentions.

While this study specifically looks at purchase intentions, stereotype threat may

extend to the amount of money women spend on a car. When women are aware of the

stereotype that they are less knowledgeable about cars, they may experience some extra

anxiety when entering a dealership. With the additional anxiety they may find themselves

spending more money on a car than they should simply because they feel that it is the best

they can do when working with a male salesman who believes in this stereotype. In order to

combat this, women need to conduct more research on their own about cars to feel more

competent and confident when entering the dealership. To combat the development of anxiety

on the dealership side, the answer may be to hire more female salespeople to work with

women and to treat women in a way that may not trigger or remind women of the stereotype

that exists.

Attempts to Reach Women

Dodge La Femme Case

The Dodge La Femme is one of the first instances of an automobile manufacturer

attempting to reach and meet the needs of women. Up to this point, most families had one car.

This car was for the man of the house to get to and from work, while the woman was left at

home. However, after World War II and the increasing sprawl of houses into suburban areas,

owning two cars became quite popular for those families that could afford it (Walsh 60). As
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families moved into the suburbs, they had to travel further for their grocery needs. All of a

sudden, the modern woman needed a car to run her household. By 1955, 70% of families

owned one car. Now, manufacturers saw an opportunity to sell a second car to the woman of

the house (Walsh 60).

For manufacturers, the message was simple, having two cars per family allowed a

woman to fulfill all of her regular household chores while also maintaining elite status among

her peers (Walsh 61). Manufacturers moved away from advertisements that showed women

as sexual objects or suggested male dominance and worked towards selling beauty that

appealed to both men and women (Walsh 61). The messaging was successful as families

began to change their view of having two cars from being a luxury to a necessity (Walsh 61).

By 1960, 21.5% of families owned at least two cars (Walsh 61).

In 1955 and 1956, Chrysler developed the Dodge La Femme, a specialty version of the

Chrysler Custom Royal. Painted pink and white with a light pink interior, the Dodge La

Femme was developed specifically for women. The car featured a matching raincoat,

umbrella, and purse containing essential women’s products such as a makeup compact,

lipstick holder, stylish comb, vanity and a fashion-forward change purse (Ulrich 1). Despite

providing the utmost femininity for women, the Dodge La Femme was a complete failure.

After selling between 1,000 and 2,500 cars, Chrysler discontinued the line in 1957.

What contributed to the failure of the Dodge La Femme? First, despite the look of the

car being unquestionably feminine, women and their families could not afford to purchase a

new car simply because of the design. Second, even if owning a second car provided a sense

of status, the man of the house did not want to be seen driving around town in a pink and

white car (Ulrich 1). Overall, the issue with the La Femme was that it did not provide enough
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practicality. Even if a woman was guaranteed to look beautiful in the car, the La Femme

overlooked what a woman really needed. Women needed a car that allowed them to complete

their daily chores including chauffeuring the children.

Volvo Concept Car-YCC

In a much more recent example, Volvo developed a concept car, called the Your

Concept Car, looking to satisfy the needs of women. The car was not just designed for

women, but also by women who were convinced that women would not be the only ones

interested in the car. In fact, they suggested that the features offered from this car would not

only appeal to men but also offer new features that men never realized they desired in a car

(Trezzini 1). Some of the main features of the car include non-stick paint on the outside of the

car to minimize on car washes, an automatic, electronic parking system, extra storage space,

gull-winged doors for easy access, no hatch on the hood of the car, and overall, a low

maintenance automobile rarely even requiring an oil change (Trezzini 1). Similar to the

Dodge La Femme, the Volvo also offered an option for pink, floral cushions. However, in

contrast, the Volvo-YCC understood that the car needed to be sleek and flashy with a turbo

engine to get the male consumer on board too.

Because the Volvo-YCC was a concept car, Volvo had no intentions of launching a

full production line of the car. However, the car did allow them to showcase their ideas,

receive confirmation on which ideas were sound and ultimately, incorporate these ideas into

future car models (Trezzini 1). The development of this car also brought into the forefront the

increasing need to understand that women can no longer be ignored when designing a car and

that putting women on the design team may help manufacturers move in the right direction.
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Fiat

The move to reach women at Fiat started with one woman who always thought there

was a better way to sell to other women. Lisa Copeland, now running one of the nation’s first

Fiat dealerships, wanted to change the entire car buying experience for women. According to

Copeland, she would like “to remove the fear and loathing that keep many women out of car

dealerships, not only as shoppers but as employees” (Wernle 26). Starting her career as a car

salesperson, Copeland saw firsthand how female consumers were treated upon entering a

dealership and learned how to sell to the market so often neglected by the male dominated

industry.

The first step towards changing the experience of purchasing a car began with the

venue in which the car was sold. Copeland opened her Fiat dealership in a high-end fashion

mall. Second, to go along with the fashion theme, Copeland included a 30-foot runway that all

customers travel down after purchasing their car; a ceremony Copeland calls “The Finale”

(Wernle 26). At the end of the runway, customers take pictures with their newly purchased car

that quickly appear on the customer’s Facebook and Twitter accounts. For Copeland, the goal

of the runway is to turn car buying into a fun experience rather than a bleak battle for women

(Wernle 26). The fact that men enjoy the experience too is simply a bonus for Copeland

(Wernle 26).

Overall, Copeland is trying to remove the fear of automobile purchasing and achieve

the same satisfaction women get when they purchase a great new dress or pair of shoes. To

get there, it takes providing an experience and building relationships with female customers.

Today, women often view car salesmen in negative ways feeling as though they are pesky and

cannot be trusted. In an interview Copeland said, “She's your best friend or your worst
 Vega 21

nightmare. Women make more referrals than men. By cultivating that female market, your

referrals increase exponentially” (Wernie 26). By offering a positive experience that provides

women with the information they need to make a decision, Copeland expects to find an

increase in trust and loyalty in the brand to develop a sustainable competitive advantage.

Attempt to Make a Traditionally Female Car Work for Men

Just this year, Volkswagen has made efforts to make the notoriously feminine Beetle

more masculine. This is the first re-design overhaul Volkswagen has completed since 1998

when they introduced the new Beetle (Durbin 1). Now, looking to nearly triple their car sales

in the United States alone over the next ten years, Volkswagen has re-designed the Beetle to

make it less of a chick magnet and more of an edgy, manly automobile. Seeking the same

consumer who would purchase a Mini-Cooper, the Beetle has taken away some of the

roundedness of the car, added a 170-horsepower engine and overall, provided the car with the

look and feel of a hatchback (Durbin 1).

Previously, over 65% of U.S. buyers of the Volkswagen Beetle were women (Kurylko

4). Due to the bubbly shape of the car, along with the light color choices and flower vase

women practically flocked to the car (Undercoffler 1). With the introduction of the new, more

manly, Beetle, Volkswagen was hoping to increase their appeal to men while attempting to

balance and maintain the previous level of appeal to women. Volkswagen projected this

would ultimately make women only about 50% of U.S. buyers of the Beetle (Kurylko 4).

Only time will tell how successful the Volkswagen Beetle can be at targeting the male market,

especially with so many other similar options on the market.

Overall, this case demonstrates the importance of manufacturers finding a balance.

While it is important to offer features that will appeal to women, no manufacturer wants to
 Vega 22

move too far in one direction that it will turn men away. In the future, the key to success will

be finding a balance between what both men and women are seeking in an automobile.

Conclusion

Summary

It is undeniable that the female market can no longer be ignored. As women have

continued to become more educated, have pursued careers and have ultimately begun to earn

more discretionary income, women have become a much larger player in the purchasing

decision process. The automobile industry has been no exception to these changes. In the

automobile industry, studies find women individually make 52% of automotive purchases and

influence nearly 80% (Brennan 37). However, women often shy away from the car purchasing

experience or find it to be a very negative experience when they are involved.

When women shop, they are looking for an experience. Even more than that, they

want salespeople who understand them and are willing to help them. When purchasing a car,

studies find that women search more and are much more likely than men to go to social media

sites and blogs to get their information. They want easily accessible information from their

peers that they know they can trust. Furthermore, studies shows that the features women look

for in a car often do not match up with the features men rank as of utmost importance.

However, this idea may begin to no longer hold true. As women continue along the career

path, they are looking for items to show off their success and status just as much as men.

Recently, manufacturers have found more women purchasing sports cars and luxury SUVs as

status symbols rather than as practical cars to help them complete their daily tasks.

As manufacturers struggle to find the best way to target women, it may help to refer

back to previous failures such as the Dodge La Femme, which was too feminine for it’s time.
 Vega 23

Or, manufacturers could refer to concept cars like the Volvo YCC to learn what the ultimate

car for women looks like. Finally, they could look at a dealership like Fiat trying to sell more

than the car, but the experience of buying the car. No matter where manufacturers turn, at this

point, the idea is no secret; addressing the neglected female segment is the key to success in

the future.

Recommendations to the Automobile Industry

Based on the research collected and analyzed through this paper, there are five

takeaway points for any automobile manufacturer to reach and understand women better.

1. Hire the Right Salespeople

As previously discussed, women want to be able to trust their salesperson. They are

looking for someone who will provide them with the information they seek, offer them

options and make them feel comfortable. In other words, they want a salesperson who will

treat them like a friend, not like an opportunity. As with the stereotype threat study mentioned

in this paper, women are much more likely to feel threatened and/or treated like an

opportunity by male salespeople as opposed to female salespeople. In knowing this,

automobile dealerships should work towards hiring more women. As salespeople, they will

not only allow the female customer to feel more comfortable, but also increase that

customer’s likelihood of purchasing. By hiring the right salespeople, automobile dealerships

can build trust in their female customer group, which will not only help build customer

loyalty but also increase the likelihood that women will tell their friends.

2. Put More Women on the Design Team

Just from the example of the Volvo-YCC, it is evident that all automobile manufacturers

could benefit from the input of a woman on the design team. While the Volvo-YCC will never
 Vega 24

come to fruition, it brought features to the forefront that men never realized they would like in

their automobile. These features may be seen in future Volvo automobiles. To appeal to

women in the right way, it will take the addition of women designers. While men can work to

try to understand what a woman seeks in a car, they will never be able to grasp the female

perspective as well as their female counterparts.

However, to place more women on the design team will require more than just hiring

more women. It will take changing the way in which the automobile industry is positioned as

a career path and better female-focused recruiting methods (“To Attract Women, Industry

Must Change Recruiting Methods” NaN). In other words, the automobile industry will have to

work towards changing the way women perceive a career in the industry. While this will not

happen overnight, steps in the right direction will include positioning engineering as a cool,

fitting major for women as well as the addition of female recruiters to seek out future female

employees.

3. Communicate to Women via Social Media

As mentioned before, studies have shown that women do spend a lot of time online

researching and communicating with their peers via social media outlets. Moving forward,

automobile manufacturers must use this to their advantage. They must figure out what sites or

popular blogs women are reading, engage women in discussion on Twitter and Facebook and

get them to share the information with their friends. One strategy may be to find the most

popular women bloggers and ask them to serve as brand ambassadors. The idea would be to

allow the bloggers to test-drive the car for a week and then share their experience, good or

bad, online with their followers. While this may be a risk for the manufacturer if the feedback

is negative, the transparency of the brand will still create trust in the eyes of female
 Vega 25

consumers. Alternatively, if the feedback is positive, manufacturers are likely to see an

increase in their favorability amongst women and eventually an increase in the size of the

female customer base.

4. Offer an Experience

As previously stated by Wharton's Jay H. Baker Retail Initiative and the Verde Group,

“men buy, while women shop” (Knowledge at Wharton). Women, unlike men, enjoy the

whole shopping process. However, women have consistently shied away from the car buying

experience. What this means is that the automobile dealership needs to find a way to lessen

the anxiety of the car buying experience. One way to do this is by hiring the right salespeople,

as previously discussed. A second way to do this is to strive to make the car-buying

experience more like buying something familiar, like a new dress.

As seen in the Fiat case, Copeland understood that women are looking for an experience

when they shop. In turn, she offered them an unconventional venue with a runway down the

middle to make the car buying experience fun and celebratory in nature. To be successful,

other automobile dealerships need to follow suit. Perhaps they do not need to build that 30-

foot runway just yet, but they should find other ways to build that excitement. One strategy

may be to take pictures of the consumer and make selecting the car customizations like trying

on clothes. In other words, show the woman what they would look like in the car if it had a

red vs. white exterior or a tan vs. black leather interior. Whatever the strategy, the goal is to

make the shopping experience more fun and less anxiety inducing.

5. Don’t Move Too Far Away from the Male Category

The last point is to not move the attributes of the car or dealership too far away from being

able to reach the male market. The ultimate challenge for the manufacturer is finding the
 Vega 26

balance. Past automobile manufacturers, like Chrysler’s Dodge La Femme, learned this the

hard way. Others like the Volkswagen Beetle are also trying to make up for the loss. To be

successful, manufacturers will need to find the common features that both men and women

search for in an automobile and then take the additional attributes for women and try to

convince men that they may need these attributes too.

By following these steps, automobile manufacturers will begin to move in the right

direction in regards to addressing women and their needs. However, there is not a simple

formula to guarantee success. At the end of the day, it is going to take relationship building

between the manufacturer and the woman. In other words, it’s going to take time. These steps

can help a manufacturer begin to build the relationship, but they will need to do more. They

will need to prove that their cars are reliable and safe as well as display a genuine interest in

finding the car that best fits each woman’s lifestyle. Women will notice as manufacturers

begin to make more of an effort to reach them. For those manufacturers that make the effort,

they will see greater gains than for those manufacturers that do not. As discussed in this

paper, at this point, no manufacturer can really afford to ignore the female consumer market.

Women have developed great purchasing power and there are no signs of that slowing down

in the near future.

 Vega 27

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