Face it. Automotive has a problem. In today’s connected world, consumer experience is your brand and our research shows women are disenfranchised by the auto industry. C A R B UY I N G O W N E R S H I P D E A L E R S H I P C A R B R A N D It is essential that auto brands develop product, service and experience that demonstrates true empathy with ‘women like me’. Stop iterating, start innovating. It is time for a consumer experience revolution. BUY THE FULL REPORT AT DIFFERENT-SPIN. COM/WOMEN SOURCES: DIFFERENT SPIN @ GOOD REBELS EXPERIENCE LAB, MUMSNET, REEVOO, GLOBALWEBINDEX. Different Spin the automotive experience innovation lab from GoodRebels.com. In association with Goodwood. OF WOMEN INVOLVED IN BUYING A NEW FAMILY CAR WITH THEIR PARTNER ARE EQUALLY OR MAINLY RESPONSIBLE FOR RESEARCH, PLANNING AND DECISION-MAKING. DISSATISFIED SATISFACTORY BAD Yes No Don’t Know Patronising Forgettable Boring Realistic Make assumptions about families CAR BRANDS UNDERSTAND VERY STEREOTYPICAL WOMEN. NOT ALL WOMEN, NO. THEY’RE VERY GENERALISED IN THE WAY OF IT BEING ‘ALL GIRLS LIKE SMALL CARS, PINK STEERING WHEELS...’ EMMA, 22 THE TOP PRIORITIES WHEN BUYING A CAR WOMEN THINK CAR ADVERTS ARE... WHAT WOMEN SAY ABOUT CAR DEALERS WOMEN’S FEELINGS ABOUT OWNING A CAR GOOD 41% FUEL ECONOMY 45% RELIABILITY 57% PRICE 0% BECAUSE IT’S PINK MAKE ME FEEL GROWN UP - WELL SPEC’D AND SENSIBLE BUT POWERFUL. LEIGH, 46 TRADITIONAL AND FORWARD THINKING, RELIABLE AND STYLISH, AFFORDABLE AND INSPIRING. FAYE, 24 OF WOMEN WOULD NOT VISIT A CAR DEALERSHIP WITHOUT A MAN WOMEN ARE 3 TIMES MORE LIKELY TO SAY THEY HAD AN IN A DEALERSHIP THAN AN
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Face it. Automotive has a problem. In today’s connected world, consumer experience is your brand and our research shows women are disenfranchised by the auto industry.
CAR BUYING
OWNERSHIPDEALERSHIP
CAR B
RAND
It is essential that auto brands develop product, service and experience that demonstrates true empathy with ‘women like me’. Stop iterating, start innovating. It is time for a consumer experience revolution.
BUY THE FULL REPORT AT DIFFERENT-SPIN.COM/WOMEN SOURCES: DIFFERENT SPIN @ GOOD REBELS EXPERIENCE LAB, MUMSNET,
REEVOO, GLOBALWEBINDEX.
Different Spin the automotive experience innovation lab from GoodRebels.com. In association with Goodwood.
OF WOMEN INVOLVED IN BUYING A NEW FAMILY CAR WITH THEIR PARTNER ARE EQUALLY OR MAINLY RESPONSIBLE FOR RESEARCH, PLANNING AND DECISION-MAKING.
DISSATISFIED
SATISFACTORYBAD
Yes No Don’t Know
PatronisingForgettable BoringRealistic Make assumptionsabout families
CAR BRANDS UNDERSTAND VERY STEREOTYPICAL WOMEN. NOT ALL WOMEN, NO. THEY’RE VERY GENERALISED IN THE WAY OF IT BEING ‘ALL GIRLS LIKE SMALL CARS, PINK STEERING WHEELS...’EMMA, 22
THE TOP PRIORITIES WHEN BUYING A CAR
WOMEN THINK CAR ADVERTS ARE...
WHAT WOMEN SAY ABOUT CAR DEALERS
WOMEN’S FEELINGS ABOUT OWNING A CAR
GOOD
41%
FUEL
ECO
NOMY
45%
RELIA
BILIT
Y
57%
PRIC
E
0%
BECA
USE
IT’S
PI
NKMAKE ME FEEL GROWN UP - WELL SPEC’D AND SENSIBLE BUT POWERFUL.LEIGH, 46
TRADITIONAL AND FORWARD THINKING, RELIABLE AND STYLISH, AFFORDABLE AND INSPIRING.FAYE, 24
OF WOMEN WOULD NOT VISIT A CAR DEALERSHIP WITHOUT A MAN
WOMEN ARE 3 TIMES MORE LIKELY TO SAY THEY HAD AN
IN A DEALERSHIP THAN AN
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