Face it. Automotive has a problem. In today’s connected world, consumer experience is your brand and our research shows women are disenfranchised by the auto industry.

CAR BUYING

OWNERSHIPDEALERSHIP

CAR B

RAND

It is essential that auto brands develop product, service and experience that demonstrates true empathy with ‘women like me’. Stop iterating, start innovating. It is time for a consumer experience revolution.

BUY THE FULL REPORT AT DIFFERENT-SPIN.COM/WOMEN SOURCES: DIFFERENT SPIN @ GOOD REBELS EXPERIENCE LAB, MUMSNET,

REEVOO, GLOBALWEBINDEX.

Different Spin the automotive experience innovation lab from GoodRebels.com. In association with Goodwood.

OF WOMEN INVOLVED IN BUYING A NEW FAMILY CAR WITH THEIR PARTNER ARE EQUALLY OR MAINLY RESPONSIBLE FOR RESEARCH, PLANNING AND DECISION-MAKING.

DISSATISFIED

SATISFACTORYBAD

Yes No Don’t Know

PatronisingForgettable BoringRealistic Make assumptionsabout families

CAR BRANDS UNDERSTAND VERY STEREOTYPICAL WOMEN. NOT ALL WOMEN, NO. THEY’RE VERY GENERALISED IN THE WAY OF IT BEING ‘ALL GIRLS LIKE SMALL CARS, PINK STEERING WHEELS...’EMMA, 22

THE TOP PRIORITIES WHEN BUYING A CAR

WOMEN THINK CAR ADVERTS ARE...

WHAT WOMEN SAY ABOUT CAR DEALERS

WOMEN’S FEELINGS ABOUT OWNING A CAR

GOOD

41%

FUEL

ECO

NOMY

45%

RELIA

BILIT

Y

57%

PRIC

E

0%

BECA

USE

IT’S

PI

NKMAKE ME FEEL GROWN UP - WELL SPEC’D AND SENSIBLE BUT POWERFUL.LEIGH, 46

TRADITIONAL AND FORWARD THINKING, RELIABLE AND STYLISH, AFFORDABLE AND INSPIRING.FAYE, 24

OF WOMEN WOULD NOT VISIT A CAR DEALERSHIP WITHOUT A MAN

WOMEN ARE 3 TIMES MORE LIKELY TO SAY THEY HAD AN

IN A DEALERSHIP THAN AN