What Women Want—In A Car
I recently had the privilege of accepting an invitation to Ford Motor Company’s headquarters to sit in on their Trend Conference 2014. Hosted by Sheryl Connelly, Ford’s global trends and futuring expert, the seminar holding my attention most rapt was called the “Female Frontier”.
Listening to the panel discussion, lead me to wonder specifically what women want in a car. After all, their influence is huge, and getting bigger all the time.
Comprising some 50 percent of the world’s population, it is said women directly influence some 80 percent of new car purchasing decisions—in one way or another. Further, among Millennials, females are buying more cars than males altogether. Whether choosing for themselves, or having input to the car buying decision of most males, it’s clear women have a lot of clout when it comes to acquiring a new car.
With that awareness, Ford has tried to figure out what women want in a car.