Cars aimed at women

1 February 2009

WOMEN drivers approach cars in a different way from men.

Men fuss over mechanical things and big engines, while many women care more about comfort and pretty colours – or that’s what manufacturers assume, anyway.

What Car? editor Steve Fowler says: “The number of women buying cars is growing while the number of men remains­ static, and women influence 80 per cent of all car purchases. It’s no surprise we’re seeing more female-friendly cars, and marketing aimed directly at women.”

A study by the Society­ of Motor Manufacturers and Traders revealed 60 per cent of women are solely responsible­ or had significant­ input into buying a car in their household.

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Price, appearance­ and brand are highest on their agendas, while safety features and low carbon emissions are less important.

Undoubtedly, there are “men’s cars” and “women’s cars”. Into the latter category, famously, comes the Renault Clio. The popular 1990s ad campaign, in which Nicole whizzes through the French countryside in her Clio and is later admonished by her “Papa”, was the first to be targeted­ directly­ at women.

"The Nissan Micra is so feminine it has a limited-edition­ pink version"

Renault claims that, since the Clio was repositioned in the market by the Thierry­ Henry adverts, men have taken to it, too. But it was still named Supermini of the Year last year by evecars.com, the hip motoring website for women.

“It’s best for flitting between­ runway shows, and looking chic, French and fabulous,” says the girly website. “And it’s quiet, so you won’t wake the boyfriend when you put your foot down.”

The Nissan Micra C+C is so feminine it has a limited-edition­ pink version. All 250 of the pink convertibles were snapped up overnight, and Nissan laid on 200 more. The C+C is cute, fun and so small you can practically park it in a handbag. Ideal for London.

The Vauxhall Corsa hatchback­ is another good girly car. “It has some lovely splashes of colour inside,” says evecars.com.

The Peugeot 207 CC is more sophisticated. It’s for the woman old enough to exude a touch of glamour, but young enough to be free – because you’ll never fit kids and their stuff in the back seat. Peugeot­ spokesman Ian Sedgwick ­says: “The 207 CC is a stylish-looking vehicle regarded by women as a fashion item.”

That leaves the Toyota Yaris. Not beautiful, not fancy, but sturdy and dependable. It has lots of cubby holes, like a handbag, and a high driving seat, so women can look down on boy racers before roaring off at the lights.

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