What women want!

Believe it or get left behind: women determine 90 per cent of all car sales. What do they look for in their wheels? And are automakers in India ready to win this race?

Did you know that the Boxster, inspite of being marketed as a male sports car, is bought by more women than men? Or that, way back in 1955, Daimler became the first automaker to customise a car for women? The ‘104 Ladies Model’ came with a cosmetic pack, fitted luggage, an umbrella, and even a shooting stick! Soon after, Dodge introduced the La Femme, a pink car with cosmetic cabinets built into the seats. While only 50 Ladies Models were sold, the La Femme didn’t do too well either. That’s probably because most customers were men back then.

Now, though, things are significantly different. Over 50 per cent of all car sales are made by women and a massive 90 per cent of all car choices are determined by women. Are automakers listening? They have to do a great deal more than add that token vanity mirror to woo the women. We decided to take a look at what women want in cars, and how well manufacturers are responding to their requirements. Beyond the vehicle itself, we also asked women what they expect from automakers so that the buying of a car can be a pleasant experience.
More storage, adjustable seat, safety features, ease of cleaning and power steering / automatic transmission are some of the determinants for women. Indu Prasad has answered all these and more in our April issue of WheelsUnplugged...
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For more auto news do visit http://www.wheelsunplugged.com/ and explore the world of wheels!

Brand it right!

A massive image enhancing exercise is underfoot in the auto industry – from mega showrooms to innovative rallies

They already make great cars. Numbers are flowing and newer models are keeping the interest alive. So, what next? If automotive trends are to be interpreted, then the current one is a massive across-the-industry brand-building exercise. Making the customer happy goes much beyond making good vehicles. So if Hyundai has an “Always Around” campaign, Maruti does it with special “brand stores” similar to what Bajaj and Royal Enfield have done for the two wheelers. Honda is taking their worldwide approach of safety-with-environment-friendly to India as well. While India’s biggest two-wheeler company Hero Honda builds its brand image with emphasis on the green steps it has taken in its production.
How far will the companies go to woo their existing and potential customers? What are the schemes that add real value and what are plain fanciful? Do consumers really like the perks or are they just happy with a good car and good service? Indu Prasad has answered all these and more in our current issue of May 2008 issue of WheelsUnplugged... http://epaper.wheelsunplugged.com/

BMW is the latest one to open dedicated showrooms in Delhi and lately in Kolkata. If you have thoughts, comments and viewpoint which you would want us to take on board, do leave your comments.

For more auto news do visit http://www.wheelsunplugged.com/ and explore the world of wheels!