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marketers getting it wrong again

GETTING WOMEN TO TAKE THE plunge and buy a new car might seem like a daunting task. How does an automotive brand stand out compared to others? How can a testosterone-laden industry show its softer, feminine side? Offer the ladies a set of stylish accessories to decorate themselves and their cars, that’s how.

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Why do marketers believe that women only care about fashion when it comes to cars? How about offering something more practical?

Such as a more female-friendly tool kit. I’ve never changed a tyre in my life, as I just don’t have the muscle to get those damn wheel nuts off. Rather than a tyre brace, I’d love some sort of power tool to do that bit. Or better yet, run-flat tyres should come standard, so I don’t have to worry about getting stuck on the side of the road in the rain (because it always happens that way).

And better fuel economy is a must, or better yet, more choice in the range of hybrid cars. I love the idea of the Prius, but it is not a good-looking car. And what I’d save on fuel, I can spend on those run-flats…

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