Jeremiah 29:11

Okay, so where is the Challenger........we need our Challenger girls to stand up on this one.

What women want ... in a car


Story Highlights
Expert: Women want car with performance, package and design

But they also want safety, storage, comfort, cup holders

Cadillac CTS rated outstanding, but seats uncomfortable

By Sheryll Alexander
(AOL Autos) -- Women have become increasingly influential when it comes to the automotive world, in everything from car design to advertising campaigns to what happens when you show up at the dealership. So what do women really want when buying a new car? And how are automakers responding to this turning tide?

According to "Marketing to Women" author Marti Barletta, women seek more advice from an auto authority (57 percent) before buying a new car; they spend more time in the purchasing process than men (17 weeks versus 15) and women shop at an average of three dealerships for best price and treatment.

In Judith E. Nichols' book, "Understanding the Increasing Affluence of Women," she says in the majority of U.S. households women bring in half or more of the income and women control about 80 percent of household spending, including new car purchases.

What women want

"Women want the same things as men, but they want more," said Ford's Sheryl Connelly, the company's chief marketing office manager for global trends and futuring. "For example, they want performance, package and design, but they also want safety and more features. We are taking that into consideration in all of our new products."

Marketing to women, is definitely different, Connelly said. "Men respond to things and women respond to people," she noted. "It isn't that men won't respond to people, but women just respond differently. So, we look at this in the types and ways we advertise."

Michael Albano of GM's global design group says women's influence in the automotive market has hit an all-time high, noting 85 percent of all vehicle sales decisions are influenced by women with women buying 45 percent of all vehicles. (This information is based on car registration numbers only and does not reflect households where vehicles are shared.)

A female touch

Albano says when it comes to car interiors; GM pays particular attention to details in trim, fabric, colors and compartments, shapes and positioning of controls. "And then, of course, storage is a big deal to women buyers whether it's room for groceries, handbags, kids' toys, foldable seats or built-in car booster seats," he added.

As for exteriors, "women want great designs, but they also don't want to compromise on safety and efficiency," Albano noted. "So we pay particular attention to proportions and stance, including the wheel-to-body relationship."

In fact, many of GM's top design engineers are women: several female engineers (along with the guys too, of course), worked together to design the new Cadillac CTS, which was named Motor Trend's 2008 Car of the Year.

Liz Pilibosian, chief engineer for the 2008 Cadillac CTS, said she believes "when you make a car for a woman, you are going to satisfy everybody."

Pilibosian said female engineers at GM don't just work on interiors. "We have women working on the power train, electric systems, control systems and vibration. All of our women are very hands-on types who aren't afraid of touching anything or taking it apart or putting it back together. They are passionate about cars."

Attention to detail

The details are what propelled the CTS into the spotlight. Pilibosian says Cadillac's engineers were meticulous in designing each and every system with female needs in mind. "We made sure things like the steering column were not too low and not too high," she said. The same approach was applied to the seating, which was designed for petite women as well as very tall men.

She mentions industry buzz wor

MGDMike

Cool article.. I like the part of where men respond to things and women respond to people. Typical

Billionaire

I hate that part that says women are having a lot of influence over car designs.
You can tell by all the stupid wussy car names, such as "Prias" and "Elantra."
I don't know how you guys can be happy about this article.
I'm disgusted! I don't want most of the cars out there to be designed for women since I'm a guy!

MrKrisSullivan

Your being biased billionaire.
You could say you do want women to design cars, because in the article it says women want more and look for the best deal. Well in short that's what I want, more power for the best deal a practical interrior that isn't ugly (cough, cough) the challenger.
I'd agree with the wimpy car names but those cars you just named are wimpy care brother. I don't care who designs my cars as long as their affordable performers with function. Peace...

Overpowered

Hey Billionaire,

Your quotes remind me of the guy on the beer commercials where the monster sized beer cans falls on him.

Being married for 20 years and the father of 2 girls, I have learned balance in this area. You need to mentor your family and this approach will have you very lonely and/or have your daugthers practicing the oldest female occupation. If you think the "things" you may have (including purchased friends and love) will keep you from lonliness. Imagine who is there or will be there if you didn't have the billions or aspiration for billions.

I find your ability to flip flop amusing - a previous post of yours talks about being good to employees (is this only male employees.)

Sorry to be on a soapbox, but women have and continue their value in every aspects of our lives - take it or leave it.

I do agree about the wussy names.

Please don't take this as a slam, but some expected learnings and maturity.

Eric

joeyr

I think a mix of men and women can be good thing. They had some women engineers working on the Challenger. As long as they are passionate about their job their gender doesnt matter.

lear4406

I took a quick survey and found that women in the south want Brad Pitt in their car

MGDMike

Bwahahahahahahhaah!!

And in related news... men everywhere want his wife their car!

lear4406

True,True

TeeWJay426

I would much prefer his ex......