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Everything you wanted to know about women (drivers) but were afraid to ask
Marketing to Female Drivers

by Jim Walczak

for About.com

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Women's magazines differ widely in number and type of advertisements for SUVs, pickup trucks, and other automobiles. For example, women's sport and outdoor magazines tend to include a number of SUV and pickup truck ads, while women's health and beauty magazines do not. (Kile, 2002)
The assumption by every journalist under the sun is that only men read car reviews and buy cars. Statistically that's incorrect. Women purchase or lease 52.5% of all new vehicles and young guys in fact rarely buy new cars; they buy used ones. Unfortunately this means that most of the automotive journalists write for the wrong audience -- people who don't buy new cars. (Woman Motorist, 2000)
Manufacturers have significantly increased their female workforce in recent years. GM has increased the number of female executives in their organization. At Saturn, about 40% of the senior leaders are women. (Business Women's Network, 2002)
Manufacturers have shifted their marketing and ad campaigns to target women, including marketing committees who are researching women’s buying needs and habits. Cadillac, Chevrolet, and Ford were the first automakers to recognize the growing trend of women. (American Woman Road & Travel, 2001)
According to Julie Diehl, vice-president of national accounts for Pennzoil-Quaker State, because women make up a big portion of the do it for me" mentality and are also having an impact on the do it yourself market, the company decided to use a woman, Leah Remeni, for Quaker State’s 2000 advertising campaign. (Automotive Aftermarket Industry Association, 2001)
Jiffy Lube is testing a new design for its waiting rooms. Future stores are planned to include female-friendly amenities like Internet access, CD listening stations, televisions, telephones and a toy box for kids. (Automotive Aftermarket Industry Association, 2001)
According to Marc Graham, president of Jiffy Lube International, anything done to attract female consumers is readily accepted by male customers. (Automotive Aftermarket Industry Association, 2001)