Page 27 - 2018 Auto Show Guide

Shoes. Makeup. Purses. That’s what some people think of when

they consider what women are shopping for these days. But guess
what? Women now buy 54% of the cars in the United States. That’s
right. More than half!! And they influence 84% of all vehicle purchase
decisions.

So, what are they looking for in their car choice?

Women tend to search for practical options, In general, men may want to know more about
purchasing something that symbolizes freedom the power and speed of a vehicle. Women want
and independence. In general, they prefer small to know that, too, but also want to know how easy
and maneuverable cars, but also find design, it’s going to be to get the child’s car seat in and out
space, safety and quality of materials important. of that third row, or how many sets of football or
Of course, color and spaciousness also play a factor. lacrosse gear can fit in the trunk. And yes, they
want to know about fuel economy, because who
They shop for options that simplify life, such as has time (or desire) for stopping at the gas station
parking assist, clear lighting, and integrated more often than is absolutely necessary?
systems for their mobile devices. The women
with children are definitely going to consider And of course, they want to know the price is perfect
entertainment options to keep the children for their budget. And in this high-tech world, you
occupied. Because they spend so much time can bet they’ve done some digging on what the fair
behind the wheel, from work commutes to running price should be, before they’ve even set foot in the
taxi for the kids, they’re eager to find anything that show room.
can make car-time easier and more intuitive.
When it’s all said and done, for the gals, it tends
“When women shop for a car, they think about to be mostly about the lifestyle the car enables.
comfort, confidence and style,” says Scotty Reiss It’s an appreciation for what the vehicle brings to
of A Girls Guide to Cars, a website created to help the family, and enables her to do as a woman and
women navigate this traditionally male-oriented mom.
space. “Men put a higher priority on technical specs
and performance.”
36 ANNUAL ATLANTA INTERNATIONAL AUTO SHOW 23
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