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Thursday, March 28, 2024

Leave it to the ladies

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Let’s face it — women, under no bias, have become a force to be reckoned with in almost every industry. The automotive category is no exception. In the management ranks, there are more women executives taking the helm. On the consumer level, there are more women drivers on the road than ever before. These women are not only drivers by choice, but most are also the key decision-makers in the choice of vehicles that they drive. Before you dismiss them as the market for crossovers and compact cars (cute, aren’t they?), let’s take a quick dive into what exactly goes through their heads when women window-shop for their dream machine. 

#1: Fuel Economy / Gas Consumption

With gas prices going ever higher, the top priority for women is how much value for money their car can afford them. Never mind how pretty it looks — will its consumption eat into the bulk of their hard-earned salary on the daily commute through Manila’s deadly traffic? The next consideration is whether or not the model comes in diesel, which would make it even more economical on a daily driving basis. 

Majority of the women surveyed by the author finds the Mazda Miata sexy

#2: Price

In case you haven’t figured it out, part of the fun of shopping is finding the best deal. A car is no exception. Going back to point #1, a car has to offer more than style. It has to come with a price tag that is equal to the benefits that come with it. Women will always shop with a budget ceiling. How high or low the budget will curve will depend on what kind of value the car has to offer. 

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#3: Maintenance 

Or, we can call it after-sales service and warranty. Machines break down and even the girliest of women understand this. What matters post-sale is whether the dealership (or carmaker) can offer the most reliable and attentive service possible. If she finds that she will have to battle it out at random shops just to be able to find the part her car requires, you can bet that that’s one notch down for that brand she’s been researching on.

#4: Brand

A brand’s reputation makes or breaks a product’s success. It is through a carmaker’s history that women will discern how reliable or unreliable a certain car model is. This is also where reviews are rooted in — how reliable and well-made the product range is, how helpful its sales people are, what kind of value-added promotions does it offer, how reliable after-sales service is, how convenient it is to reach out for maintenance concerns.  

Women find SUV’s such as the Honda CRV a practical buy for its  size and no worries style of driving

#5: Style

This is probably the factor that most people assume would be at the top of the list. Or, at least, at the top 3. Unfortunately, the modern-day power woman is more practical than that. While design will always be a consideration, it is no longer the most important thing to look at. After all, a wise woman once quipped, “To go for all looks without the brains (or a solid foundation) is like being in a toxic long-term relationship — it will always take more from you than it gives.” Ladies, you know what I’m talking about.  

As a bonus treat, it was interesting to discover that SUVs top the bar when it comes to the kind of ride that most women prefer. While sedans are perfect for riding comfort and seamless style, nothing beats being able to battle it out on EDSA, going through uneven, rough roads, and surviving unexpected rains and flooding. That said, it is safe to conclude that when it comes to shopping, value is still key, especially when it comes to investments. Like, a car.

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