Auto Companies Shift Focus on Women Car Buyers with Easy Driving Features

BENGALURU:  According to Sharmistha Mukherjee of Economic Times, women are gaining more and more power, not only in political and business leadership, but also in an important segment traditionally linked to men that is, the car. Automobile manufacturers are making their products increasingly woman-friendly, as women are a driving force behind vehicle sales in India. In the past five years, the percentage of women car buyers has nearly doubled from 6-12 percent. Carmakers recognizing this are eager to provide the comforts the female customers seek such as clutch-less transmission, rear parking cameras, electronically foldable mirrors and navigation options.

As women are increasingly becoming financially independent and empowered to make their own decisions, they are buying small cars like Renault Kwid and Maruti Alto to luxury sedans and SUVs from the likes of Mercedes-Benz and BMW.

While about 15 per cent of the demand for Renault's Kwid is from women, at Maruti, the country's largest car maker, as much as 11 per cent of sales across brands is to women, and the company expects that number to grow.

While women today account for 10-12 per cent of sales in the 2.6 million passenger vehicle market in India, the usage of cars among women is much higher, say industry insiders, given that vehicles still tend to be registered in the name of male family members.

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