Car manufacturers are losing millions of pounds in sales because their
marketing fails to recognise the changing role of women as purchasers of
cars, according to upmarket magazine publisher Conde Nast.
A survey by Conde Nast of 700 of its readers, who represent 46 per cent
of UK women with an average household income of pounds 50,000, found
that despite women accounting for nearly 50 per cent of all new cars
purchased by individuals last year, almost half of respondents felt
patronised by advertising and promotions.
The survey found that women, not their partners, are the major decision
makers when it comes to buying their own car. Over 90 per cent were
actively involved in their car purchase decision and 60 per cent made
the choice on their own.
When asked what influenced their decision, 57 per cent visited
showrooms, 25 per cent sought a friend’s advice and 20 per cent were
influenced by advertising. Magazine advertising came out top in terms of
the most influential media for advertising, above television and
Conde Nast managing director Nicholas Coleridge said car companies
failed to appreciate the close relationship women had with their
magazines, which he said were ideal vehicles for advertorials as they
could provide the detail on safety and design features which women
wanted to know about.