According to a study conducted by consumer research group Johnson Controls, they found that when choosing a vehicle, women want design options which offer flexibility, allow them to connect to the outside world and offer more storage space. The study, which was conducted in Boston, Chicago, the Czech Republic and Germany last fall, helped to identify and prioritize key criteria which women consider when purchasing a vehicle, including price, safety, style and gas mileage.

The findings, which are in direct response to the women-focused trends and market indicators which highlight the increased buying power of women, found that more than ever before, as the lives of women evolve, their vehicles need to transform right along with them - and I couldn’t agree more!

According to the study, results from both the United States and Europe were similar.  Research highlights include:

Women are in transition: Women’s life stages, mind sets and responsibilities are evolving and their vehicles need to transition to address these changes. From the working woman with her mobile office to “mom’s taxi service,” vehicles need to be customized to offer features and products that meet their expanding roles.

Women are connected: Women of all ages are connected to technology and depend on technological advances to feel more connected to their family and friends.  Women also believe technology offers safety, security and convenience.

Women need more storage space: Women are creating their own storage areas because most vehicles fail to provide them with adequate space. In addition, women said they would like to have reconfigurable storage compartments that optimize space.

Women need style: The study revealed that women want greater style when it comes to vehicles and miss driving “fun, non-mom” cars.

Women are environmentally conscious: The study also found that women are looking for ways to be environmentally friendly and which are also convenient to their lifestyle, while at the same time, not breaking their budget.

Women feel good in their vehicles: Women believe their vehicle provides a feeling of security and safety - especially when they’re driving alone. The study also found that women utilize their commute time as a way to take a break and relax.

Hopefully, auto manufacturers will take the information of the study seriously so they can better gain insight into the mindset and lifestyle of female consumers.  I’m glad that auto manufacturers are finally understanding that women have power in the auto industry in all areas, from buyers to dealers to engineers and the earlier they can fully respect women has a viable force in the industry, the sooner things will begin to change. 

What do you think?  Do you agree with the study?  What features are important to you?

Tags: Car Shopping, General //