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So Long Soccer Mom? Carmakers Shift Marketing Aimed at Women - AdvertisingAge

Published Jul 14th 2014, 11:34am by Jody DeVere in Articles Pressroom

A December 2012 study conducted by Pulse Opinion Research on behalf of the Alliance of Automobile Manufacturers showed that women spend $300 billion a year on new and used vehicles and accessories. For the first time, they also outnumber men in holding driver's licenses: According to a 2012 University of Michigan Transportation Research Institute study by Michael Sivak, females hold 50.4% of driver's licenses, compared with 49.6% by men.

It doesn't help, Ms. DeVere says, that men are the ones making most of the creative decisions. According to a study by Lifetime TV and the Insight Group, 90% of creative directors at the top 100 advertising agencies are men. Many of them work on automotive accounts, Ms. DeVere said, ensuring that marketing is carried out the way it was in the "Mad Men" era: through a male lens.

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