MOTORING
Car Talk In an industry criticised for overlooking its female user base, local automotive expert Ruth Sturgess from Jules Sturgess Automotive takes the temperature on top priorities when buying a car I t’s no secret gender disparity is a real issue across the automotive sector. As of 2023, the DVLA reported that women make up 48% of all motorists
DVLA’s 48%) felt the automotive industry didn’t understand their needs. So, what are some of those needs, and are they truly so different? I decide to broach the topic with friends on a long overdue girls’ catch-up. “It’s simple: price and comfort,” one comments, immediately echoed by a preference for larger cars, estates or 4x4s particularly from a well- trusted brand – in this case Audi or BMW. “I need rear doors for the kids and their endless baggage, and always prefer leather seats for the emergency wiping of sticky mess!” agrees another friend. Size, mileage, brand and colour are all up there in top considerations when buying for these women, but driving
in the UK – a number Auto Trader’s Erin Baker predicts will continue to grow over the next decade, ultimately resulting in women becoming the majority of drivers on the road (while also being majority purchasers) by 2030. But at the same time, this market segment feels underrepresented and misunderstood, as observed by research from various sources including Marketing Week. In 2023, a study conducted by its female-focused studio WMN found that 8.5 million female drivers (over half of the
DRIVING FORCE Ruth Sturgess offers valuable insight into the priorities of female car consumers
CAMBSEDITION.CO.UK MARCH 2024 57
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