Women will soon be majority of drivers and car buyers, expert suggests, so car dealers and OEMs need to improve their marketing to "trigger" a female shopper into buying.
Car retailers’ need to better cater for women was brought into focus by a Society of Motor Manufacturers and Traders report, which showed female car ownership has risen by 21% in a decade.
Female car buyers are turning their backs on the showroom to become the key drivers of growth in the online sales arena, according to Buyacar.co.uk.
According to Eurostat, just 16% of the automotive retail workforce is made up of women.
A woman central to the “complete transformation” of the Auto Trader operation over the past three years has been named as Woman of the Year at a prestigious awards event.
Carspring addresses 'ridiculous' industry gender imbalance with new scholarship
Female empowerment, digital test drive experiences and a move towards marketing a wider range of mobility solutions will all be part of the retailers remit by the middle of the next decade.
Dealership bosses need to work harder to diversify their workforce and make their business female friendly, says IMI CEO Steve Nash.
The fastest growing segment of the online car purchase market in 2015 was women.
