Safety, security top women car buyers’ expectations

Safety, security, and convenience are key expectations in the features and services women buyers seek in their cars, according to Women Automotive Buyer Study published by PremonAsia, an automotive industry focused consulting firm. A few of the interesting findings of the study include: On the security front, women prefer and want live tracking car’s service through mobile app, pick and drop facility for car service, security alarm system, 24-hour roadside assistance, rear camera and automatic door closing system. Despite the emergence of aggregator cab service providers such as Ola and Uber, personal transportation continues to be the key mode of mobility in the foreseeable future. While a significant number of women have used cab services, their negative perception of trust and safety issues act as deterrents for regular usage of such services.

While hunting for a new car, word of mouth (seeking inputs from a trusted family member/friend or another owner of the product they consider) is the main source of information for women buyers. Digital and social media, which serve as other reference points during the buying process, are however not the principal source of information gathering for potential buyers. Further, the findings of the study indicate visually appealing cars and innovative technology are important drivers of brand perception among women who look at VW, Honda and Hyundai positively on these virtues. For carmakers, women aged between 22 and 25 years is critical. It is in this age group that most women learn driving and acquire a licence. Interestingly, women in smaller cities tend to start learning driving and acquire licence sooner than those in metros.