Ford aims to attract more women car buyers

Days of automotive possession being a largely male-dominated space are lengthy gone. Mixed with altering existence and better spending energy, increasingly ladies in India are shopping for vehicles. It’s a fast-growing part of the market, and carmakers throughout the board are witnessing a rise within the variety of ladies shopping for their vehicles and SUVs. The identical is true for Ford, one other carmaker that has recognized the ladies car-buying inhabitants as a fast-growing one, and is gearing as much as higher handle their wants.

Talking to Autocar India on the second version of the #SheDrives professional driving faculty, Anurag Mehrotra, Managing Director, Ford India, mentioned, “Going ahead as OEMs, we'll have to begin fascinated with crafting and designing merchandise that maintain the sensibilities of girls on the fore, and addressing the totally different orientation or utility ladies could also be on the lookout for.”

Mehrotra talked about the chance Ford sees because the variety of ladies automotive consumers continues to extend steadily, and in addition shared which Ford fashions are the most well-liked amongst them.

“There are extra ladies consumers coming into . We knew ladies have been driving vehicles extra, however the possession sample was nonetheless largely male-dominated. Right this moment, throughout the trade, eight p.c of automotive possession is with ladies. We consider over the following few years that determine will rise to 12 p.c. The nice factor so far as Ford is anxious is that girls represent 15 p.c of all EcoSport consumers, and 25 p.c of all Freestyle consumers”, mentioned Mehrotra.

Explaining the explanation behind the Ford Freestyle being chosen by a better ratio of girls automotive consumers, Mehrotra mentioned, “With the Freestyle, the factors which have resonated with ladies automotive consumers are the excessive floor clearance, given the situations of roads in India; it's secure with six airbags, and at last, they don’t need to compromise on the fun-to-drive issue. I'm glad to see that shift in ladies possession rising and going after attributes past worth and price of possession and actually valuing the expertise.”

After getting off to a rollicking begin in Mumbai, the #SheDrives professional driving faculty moved to Gurugram for its second outing. Over 200 ladies from totally different age brackets registered for the Gurugram leg and picked up precious driving ideas from Asia Pacific rally champion Gaurav Gill.

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