Women become the target of Chinese car brands

An option for new and interesting target audiences. In this way, the female gender is analyzed in the automotive industry, since women have become key pillars in decision-making when buying a vehicle, not to mention the relevance they have had in the development in the industry over the years, with a fundamental presence in solutions ranging from side mirrors and indicators to windshield wipers.

To this could be added another fundamental medal. A woman, Bertha Benz, was the first person to take a road trip. He did it over 130 years ago, in 1888, when he took his children and rode them in the Motorwagen over 100 kilometers between Mannheim and Pforzheim, Germany.

But since then things have changed. Today women don’t cry, women charge, says a song with some views on Spotify. And while there are still stark differences in the industry (just look at the positions of power women occupy), automotive brands are paying attention to what they want, demand and need. And not because of the idea of ​​having a vehicle for women (cars have no gender), but rather because of the logic they use when buying.

To begin with, they take a little longer to decide, they analyze the purchase more carefully and they are based on logic and practicality, indeed, according to a study published by CBS News some time ago, women take an average of 75 days to buy a car, unlike a man who takes around 63 days.

Regarding these challenges, Isidora García, Head of Customer Experience at SAIC Motor, manufacturer and representative of MG Motor in Chile, points out that “at MG Motor, we know what characteristics women are looking for in their next vehicle, and in this sense, the brand is constantly implementing improvements to our safety systems, on-board technology, ergonomics and improvements to interior space, among others”.

Among the elements that the leader highlights, she specifies that “one of the most important elements is MG Pilot, our alert and assistance system developed exclusively for the brand’s models, which has safety functions advancements that help improve the on-board experience for drivers.

Last year, Chevrolet Argentina carried out, in collaboration with the market research company Quaddity, a study entitled “Exploratory drivers, inclusion and gender” to discover the ways and motivations of the female gender to approach the use of car.

In the study, it was concluded that, for them, driving means independence, freedom and autonomy and that their priorities when choosing to buy go through safety and tranquility in the operation of the vehicle; that the use of the vehicle is purely functional, not so much for leisure; and that the main points are comfort, maintenance and consumption costs, interior capacity and safety. On the other hand, they are not driven by technology.

But these elements are points that brands take into consideration. According to the CBS News report, of the 10 car brands preferred by women, 80% correspond to brands of medium/high range and of Asian origin, unlike men who mainly favor the European luxury and sports market.

This preference could be explained by the fact that brands of Asian origin generally offer a better equipment-price ratio for their vehicles, and lower maintenance costs in the medium and long term.

This undoubtedly opens a door to different actors, in particular origins that suffer from prejudices, such as Chinese origin.

“As a Chinese brand, MG Motor offers excellent value for money, which can be very attractive to women who are looking for vehicles with good safety equipment, in-car technology and exterior design, without breaking the budget. In addition, within the brand, we work to constantly improve the user experience, both in dealerships and in service workshops, with an emphasis on customer service and the personalization of the user experience. purchase”, says Isidora García.

Corroborating the above, Carolina Orellana, marketing manager of JAC, clarifies that “we have indeed noticed that women are much more open to the possibility of buying a vehicle from a new brand, because in this sense they are very rational , they evaluate and compare product against product. For women, a safe vehicle, with good luggage and interior space and with technology that makes driving easier, is often more important than the brand story. Women are accustomed to making practical purchasing decisions, i.e. they have good value for money, which clearly opens up opportunities for brands that have less experience in the country, who in JAC’s case, just turned 15. years in Chile, but he has almost 60 years of experience all over the world”.

Ratifying the growth of women of Chinese descent, David Yáñez, Marketing Director of Cidef Group, said that “at Cidef and in particular with our Dongfeng brand, this trend is real. Indeed, the percentage of female customers is increasing every year and the prejudice against new brands is decreasing. For them, driver equipment, infotainment, active and passive safety, are far more important than other traditional factors. Also, these are usually customers looking to add ‘value’ to their purchase and newer brands have arguably managed to capitalize on that.”

The figures also confirm what the leaders say. And not just in companies that compete in general segments, but also in new players that have established themselves at higher levels.

This is the case of Exeed, where, according to Enzo Altamirano, commercial director of the company belonging to the Chery group, pointed out that “today, 55% of Exeed’s sales correspond to women, to whom they preferred to guarantee a high level of safety, since all our models have 6 airbags, up to 22 ADAS (driving aids) and our LX and TXL models have 5 C-NCAP stars, as well as space that can accommodate up to 7 passengers, design, technology with a 25′ screen and high community, comfort with relevant bi or tri-zone air conditioning when deciding to buy and with a good value for money offer. As a brand, we have come to redefine the premium market in which we have become an option for traditional and luxury brands. Finally, the assault on traditional brands has pushed some of our current customers to prefer to switch to new brands and not expose themselves and their families”.