Women car buyers, who account for nearly half of all luxury vehicle sales, are a powerful force in the new car market, but they have not always felt “invited” to the automotive party. Moms who are income earners make up a large chunk of those car buyers as recent research shows:
• In 40 percent of US households with kids under 18, the mother is the primary earner.
• 70 percent of all women in the workforce have kids under the age of 18.
Lexus (and parent company, Toyota) takes women buyers seriously, and the company demonstrated this by sponsoring a two-day driving opportunity with a few dozen female automotive journalists and online influencers put together by the Heels and Wheels organization. At the event, we learned 5 car shopping trends for women, and how Lexus is responding to them.