How We Reach Out and Listen to Women

I've noticed the trend Wonderblog is talking about. Yes, there are the "no husband" ads for SRX, but the rest of Cadillac seems pitched at ageing Led Zeplin fans.

GTO's "tell them you have a mini" add seemed aimed at men with inadequacy issues, like the old Cadillac "mine's bigger," or the burping Firebird, the over all impression is that GM markets to a male demographic- and one that isn't coveted.

I sure hope that GM does NOT market to women if what we will ebd up with (as the author implies) is MORE Camrys and Accords!
And to think she mentioned "forward style" in the same sentence.

They may indeed be "good" cars, but please do not wish them on the rest of us.

GM has a long way to go in terms of style and content, but I am willing to wait. In the meantime, the Camry is not any goal of mine.

Many are buying Cadillac for its bold masculine look, its a success. Why stop there? Yet another set of tastes are seeking more feminine looks like Buick and Lexus. Still others are looking at the Infiniti stance in the Lexus IS. Cadillac can take these sales easily, believe it. It would be like taking candy from a baby. These customers are hungry for style and they can afford more than one. Many luxury buyers are choosing a foreign luxury brand for no other reason than that they like the style and that their friends know the brand name. They aren't experts on cars, they just want a hot luxury product that suits their particular taste. With so many luxury brands thriving these days, GM can justify testing the waters to expand Cadillac. What risk? GM already builds Lucernes, DTS, STS. Make something like the Aurora and call it a Cadillac, the sales might surprise you.

Cadillac should add models to take market share. Thats the the conclusion. The higher income taste level demands a name like Cadillac. Even GM's base is looking for more choices in luxury sedans, some are looking outside GM.

Why can't Cadillac add more models with an alternative styling scheme based on the CTS, STS, and DTS to use more capacity and generate more profit?

The sales would not be cannibalized sales, GM's customers are looking elsewhere for variety. Suppose a GM family has one STS and wants a second sedan, for her. What alternative is there? The GM family may start looking at other brands for variety when GM could give the variety for her.

If a potential luxury buyer may prefer the Pontiac Solstice for style, but really be looking for something more expensive like a Cadillac. Cadillac should sell a sport coupe based on the Solstice for about 35K. That would use more capacity.

The total pool of luxury sedan and coupe sales is very large. The foreign companies are swarming all over the luxury market for a reason, because its so huge. Why isn't GM expanding luxury offerings at Cadillac???? Its time for some bold moves.

Families need space and quite frankly when the family sedan got lower, wider and longer over the years I don't think GM was thinking about the family. It's a simple fact that the family cars built today are no longer comfortable and spacious for the family.

So the family, women with their children in toe opted for bigger minivans and sport utilities. These same vehicles offer the space and height that big spacious family sedans like Buick once offered in the 50's. To add insult to injury the minivan and family sedan segment are GM's weakest segments.

My sister had to borrow my Cavalier for a couple of days when someone hit her GMC Yukon. She has one child, a baby with a baby seat. When she got the car seat in my car with the baby it did not feel right. Mother comes along, now it feels like a sardine can. I can't imagine if she had twins or two children, forget it.

We finally pick up the GMC Yukon at the collison service. When my sister finally pried the baby and baby seat out of the car to return it to the normal position in the GMC we were all relieved. And you would be surprised who was the most excited.

When I put the baby in the truck all I heard was "WHOOOOH" and the biggest smile came across his face as he stood up and started walking around the back of the spacious Yukon which was minus the two rear seats.

From that day I just knew I would never drive my family in a family sedan if I can help it, nor will my sister. You make a Buick 8 with the same spaciousness, height and comfort as the legend, that will be the only sedan I will consider.

If you drive enough, you can almost tell what car a women might be driving. Now in some cases women might have to drive a particular car. However, I think you are wanting to target women that drive a "women's" car.

Go out an look at the cars women drive now, find out the characteristics of those cars and build them into a car(s) for GM. The Toyota Celica comes to mind.

I'm just amazed that "Wonderbranding" has gushing prais for the Japanese operations. Anybody checked how many high ranking women there are in Corporate Toyota or Honda? Or how Otaka-san is doing these days?

Good grief!

I almost was turned off by this diatribe. (Sorry Cynthia, no offense intended).

What irks me is that everyone seems to think women's values consist of a third row back seat in a minivan or a Toyota Camry / Honda Accord.

Jeez Louise! I want a frickin' 405 hp 4.6L DOHC V8 Northstar, RWD, six speed MANUAL tranny with positrac fire engine red Camaro convertible with white top and white brushed leather seats!

Put that in your database and see if that fits your demographic.

Go Jamie.....

The bean counters have run this once good company into the ground but it don't think that turning it over to the diversity crowd is going to be much help.

If you want to hit your audience, women or anyone else, why don't you get them on the internet? I go to google and search for "saturn sky", and I dont even see a GM ad! Where is the $ going????

Everyone who has kids wants space. With gas prices soaring, we also want economics, without giving up our space! I think the go green live yellow concept is Great- I hope it catches on quickly-I'd like to see savings at the pump in my SUV!..or maybe I should pick up a SKY???

I went on Yahoo Answers and asked women:
I know women drive many different cars. Many times they drive some model because of a specific need, but would rather drive something else. If you had the option of driving a different car (not something costing over $30,000)what would you drive and why?

Here are the responses:

1. I love my Hondas.

2. I own a 1996 accord LX, and a 2004 CRV. I will always drive Honda vehicles, so that IS my choice. I even named the accord Rhonda, and the crv is R2 for rhonda the second

3. A typical womans car is a Ford Mustang V6 Auto, or a mid 80's white VW Cabriolet.
an old jaquar 2 seater

4. IN MY OPINION all BMWs are made to fit a womans REAL personality. Hondas, and volkswagen can also fit your sense of style. BUT since you say NOT some car costing over $30,000, then in that case get a regular HONDA. they are cute. NOT worried about the lack of speed, failure of anything, and looking childish? get it!!!!

5. A Pontiac Grand Am or its replacement model the Pontiac G6. They are both economical,practical vehicles that most guys don't like to drive. That means fewer problems, all the way around!

6. A 1969 ford mustang boss

7. I just bought a kia spectra and i just love it..they have excellent warrenties 100,000 miles or 10 yrs which ever comes first.. kia spectra is in the top 10 cars

8. I happen to love my 1995 Mustang GT 5.0

Careful! I think it's impossibe to make generalizations without stepping on toes. What appeals to one woman may/may not appeal to another. That being said, you can offer content that would generally appeal to a large segment of women (i.e. a specific storage spot to place their purse).

I agree, it’s seems to be the fashion right now to make bold, general statements that seem to have little data to back them up.

I believe research suggests that women seek many of the same attributes men look for when it comes to rating vehicles appealing. The unique difference is that women tend to be more discriminating. If a male and a female with similar wants and needs are looking at a GTO and she finds it meets her expectations, chances are, he will too.
But I’m sure econ majors from UCLA like those at Wonderbrand already knew this. (oops, did I just generalize?)

Women are the smarter sex
Men are more likely to buy an automobile for style reasons.
Women tend to look for substance, features, low cost of operation, safety, value.
GM has manny accomplished women in engineering and buisness that it can showcase in advertisments as well as this blog.

Well then it's just a matter of advertising the Jason.

I do, as Michele does, give GM credit for trying. Being a marketer myself, I know how difficult it is to address the wide range of customers needs, wants and budgets (particularly since those three things are often three different things.)

From my personal perspective (aging baby boomer extremely single professional female): As evidenced by the comments thus far, any attempt to "market to women" must take into account the diversity of the women. Otherwise, you're likely to come off as superficial and/or patronizing. ( (I do just fine, thank you, in dealing with auto dealers, regardless of their sales tactics.) Many of us don't have (or want) children. Many of us want manual transmissions and power, baby, power. And, you can't segment us by age either. Us aging baby boomers run the gamut from the traditional "safe" cars to tiny sports bombs. We may well drive one thing out of practicality and lust after another.

Oh, and some of us really hate all that fuzzy/wuzzy group hug type of "pink think" (and the color pink ;-)

Tough crowd, aren't we?

I agree with Jamie. Hasn’t anybody noticed how many Tahoe’s are sold to woman? The new Tahoe is even more geared towards woman. It is right on the edge of being bold and a little feminine. I hope GM does not take it too far. Remember what Ford did to the F series trucks in the 90’s? Those trucks looked like a car with a bed on it. I am a man but I think GM is doing just fine with there cars & trucks and advertising towards woman. I know my wife loves the new styles of the GM cars and trucks.

As a career-oriented woman with no children, I found Mary Schmidt's comments right on. I bought a 1996 Saab 900 new and love it. The solid interior was a selling factor. Not cheap like the American cars. It's perfect to drive to work or out with a couple of friends for dinner. I can also park it anywhere.

When I look for a new car, I'm looking for a hybrid car. They've been out a while and soon people will also be expecting more style. American car companies also need to address the interiors and not have them feeling like a plastic toy.

As a marketing person, I appreciate that the marketplace must DEMAND change before we get it. Let's make the change to be more environmentally sound and reduce the dependence on foreign oil.

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What about the "over 40" market that's looking to get out of their minivans, but don't want to buy a smaller vehicle and don't want to buy a gas guzzler?