Mabuyane Mabuza
The saying that men are from Mars, and women from Venus will remain relevant for generations to come. Much as humans have evolved with time and both genders can do the same tasks, there are things that always separate us. That is called nature. Without trying to sound like a smart pants expert in evolution, I have come to realise that men and women buy cars for different reasons.
On National Women’s Day, we also continue to attempt to understand and put a spotlight on the fairer sex.
As the automotive industry continues to evolve, so do the perceptions and preferences of various consumer groups. Women’s attitudes towards cars have witnessed a notable shift in recent years, with a growing number of women becoming significant influencers and decision-makers in the automobile market. This piece explores the factors that women consider important when choosing a car and highlights key insights from South African research on the topic.
Choice Factors:
- Safety: In numerous studies, safety consistently emerges as a top priority for women when considering a car. Vehicle features such as advanced driver-assistance systems, robust crash-test ratings, and reliable braking systems are just a few factors that evoke a sense of security among women car buyers.
- Reliability and Maintenance: Women tend to prioritize vehicles that offer reliability and cost-effective maintenance options. Durability, warranty programs, service and maintenance costs, and the availability of spare parts are key considerations for women who seek a hassle-free and budget-conscious ownership experience.
- Fuel Efficiency and Environmentally Friendly Features: South African research indicates that women are increasingly conscious of fuel costs and environmental impact. Cars that offer improved fuel efficiency, hybrid or electric options, and low carbon emissions tend to appeal to this environmentally conscious demographic.
- Practicality and Versatility: Women often consider the practical aspects of a vehicle, including spaciousness, cargo capacity, and ease of use. Factors like rear-seat accessibility, ample storage compartments, and user-friendly features are particularly valued by women with families or active lifestyles.
Research Insights from South Africa:
- The Women in Autos South Africa survey conducted by Lightstone Auto and ABSA in 2018 revealed that safety is the most important consideration for women when purchasing a vehicle. Additionally, respondents expressed a preference for brands that offer comprehensive safety features.
- A study conducted by Ipsos South Africa in 2019 found that women tend to prioritize fuel efficiency, environmental friendliness, and affordability when purchasing a car. The research also highlighted the rising interest in electric and hybrid vehicles among women in the country.
Understanding women’s attitudes towards cars is crucial for manufacturers and marketers in today’s diverse automotive landscape. Safety, reliability, fuel efficiency, and practicality have consistently emerged as paramount considerations for women car buyers. South African research offers valuable insights by emphasizing the importance of comprehensive safety features, fuel efficiency, and affordability in women’s purchase decision-making.
