“Gender roles have blurred,” Sheryl Connelly, Ford’s global trend manager, said in a release. “You no longer have the women always staying at home and the man of the house always the breadwinner. You don’t have those definitive roles anymore.”
“Women pack a powerful purchasing punch,” said Christine Stasiw Lazarchuk, director of global marketing research for Ford. “And that’s grabbed the attention of all automakers searching for new business in an era of tight competition. Companies that fail to realize that will be left behind, especially now, when the margin between success and failure is narrow, and we’re fighting for every advantage and sale.”
Ford’s marketing team made great efforts to establish what are today’s purchasing trends, and to find out what are the specific needs and wants of women... Isn’t this the oldest question in history, the one not even the greatest philosophers could provide an answer to? Well, let’s see what does Ford have to say about it.
Ford researchers queried women with 2008 vehicles and found that these are the highest-ranked features they don’t have on their vehicles, but they’d like to:
- Run-flat tires (57 percent)
- Rain-sensing wipers (44 percent)
- Auto park assist (32 percent)
- Tire pressure monitoring system (18 percent)
The American manufacturer says it will further continue its research in order to design, develop and market their products and services in a way that captures the attention of women.
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