Just think about what women want in a car (and don’t be misled by the location of this article below ‘Batteries’ in the navigation bar). Women are an obvious market for electric cars (who else would find some of the current daft designs ‘cute’), but how do we make sure they know the relevant facts about them? There’s so much lazy journalism out there knocking EVs while women’s mags and websites hardly touch the subject of cars.
It’s estimated that about 80% of new car purchases are influenced by women and – no surprise here – we do have different values when we’re shopping for a car. According to a 2004 study WASS (‘What Women Want’ Automotive Satisfaction Study), safety is ahead of styling for 77.8% of women and only 65.3% of men. I guess that one’s hard-wired into us with the nurturing bit.
But how about this? 92.6% of women put vehicle performance as important compared to only 91.3% of men. Now I’m assuming that my sisters were voting for acceleration and handling rather than ease of operating the seat adjustment and cup holder, so that’s quite a surprising result.
It bodes well for any ladies who test drive an electric car. The instant torque will make them very happy, believe me.