Happy Goddess Day 38! Talk about the story of the car company and "her".
With the gradual maturity of the development of the automobile market, the automobile has long been endowed with higher spiritual sustenance and cultural connotation from the initial cognition of "means of transportation". Nowadays, the women's market is becoming a new flashpoint, you can see that more and more luxury brands are gradually deepening their attention to this segment, the "she economy" is rising, and women are forming a strong purchasing power in the car consumer market.
According to data from the China Automobile Dealers Association, the proportion of women's car purchases and consumption will reach 22.28% in 2020, exceeding the 22.00% of men's. Don't look at it, it's only a 1% gap, but this is the first time in 10 years that women have a higher proportion of car purchases than men. Similarly, as last year's "explosive" model, Hongguang MINI EV not only accounted for 72% of post-90s users, but also accounted for more than 60% of female owners; for reference, the ratio of male and female owners of MINI owners was about 4:6, and even the ratio of male and female owners of Xiaopeng Motors represented by the new forces was 1.8:1.
It can be seen that the "right to speak" of female users in today's car market is getting heavier and heavier, and today coincides with the occasion of "Goddess Day", talk about what car companies have done for women?
Exclusive women's platform
When it comes to platforms built for female users, the most familiar one is She's Mercedes. In 2015, Mercedes-Benz, which has long cherished its care and commitment to female customers, created she's Mercedes exclusive women's platform, which is committed to providing a shared experience for female elites in various fields. Creator programs, private tours, and many stories about "her" bring an exclusive space for female users.
Also as a luxury brand, Lincoln has also launched better car services for women, and the "Her Way" derived from "Lincoln's Way" is an important part of its service concept. From car manuals for women, to instant consultation and one-click call functions, as well as to solve any problems encountered by the vehicle and rescue services, female users can have a better car experience. In addition, "Her Way" has created a social circle for female car owners, bringing together female elites to share their car life online, and offline salon activities provide a good and comfortable social platform for women.
In 2019, as a British luxury car brand, Jaguar Land Rover, while inheriting the British gentleman gene, also introduced the concept of "ladies first" into its service system, carefully designed the "LADY FIRST Jaguar Land Rover Ladies Preferential Program", integrated the British style and the concept of "ladies first", and provided services such as roadside assistance for ladies, test drive priority for women, and exclusive classes for female car owners, further improving their quality of life and style, so that female car owners can personally experience the intimate care of Jaguar Land Rover.
From the hit "Sister Riding the Wind and Waves" to "Thirty Only" to the "Ice Queen" Gu Ailing, Cadillac's marketing direction has also changed significantly in recent years and has become a new hot topic. Similarly, Cadillac has also created an exclusive service platform for women, Cadillac Lady, providing a more ceremonial brand experience including exclusive delivery ceremonies and delivery ceremonies, and holding monthly theme activities for female users.
Not only these luxury brands, but also independent brands have launched special intimate care for female users. In 2021, Beijing off-road to create the first female rider alliance in the field of off-road vehicles - "BJ LADY CLUB", launched six exclusive rights and interests, built a platform for off-road cultural exchanges, so that hard-core SUVs are no longer the social exclusives of male car owners.
Car brands that love women more
As a brand that focuses on women's groups, each of Euler's models has a unique "temperament" that attracts female consumers, especially in the slightly homogeneous market, this refreshing design will indeed leave a deep impression at the "first sight". With its sleek retro design, high-tech interior atmosphere, intelligent interaction experience and dexterous driving characteristics, you can find a lot of details that cater to "her" likes.
Whether it is the brand positioning of "car brand that loves women more", the "Princess Castle" and "Girlfriend Bureau" at the auto show, the detailed design that caters to "her" or the configuration of many intimate women's cars, as well as the heart-warming activities for female users. Mastering the female marketing code makes Euler car successfully out of the circle! From model naming, styling style, to color selection, configuration trade-offs, etc., all the choices are in line with the real preferences of female consumers as the standard, so that a car becomes the "darling" in her eyes.
A model designed and developed entirely by a female team
Yes, it's a car designed and developed by Volvo almost entirely by women. At the 2004 Geneva Motor Show, Volvo built a YCC (Your Concept Car) concept car, in which more than 120 Volvo employees participated in the design, development and production of YCC, and all the final decisions were made by women.
The inspiration was also simple, when at a seminar on "How to Better Cater to Female Customers", female designers, engineers and marketers at Volvo's global headquarters in Sweden proposed that at the time, women's car purchase ratio was about 65%, but in the design, development and production of cars, most decisions were made by men, and they should also have a voice in car design. That's why I had the idea of the YCC concept car.
Of course, the concept car is also full of ideas, such as: easy access to the gull-wing doors, no traditional hood, no traditional fuel tank cover, easy to clean paint, seat covers with changeable colors and materials. Assisted parallel parking is even a cubicle dedicated to placing handbags. Even, when you're buying it, the retailer can measure the driver's height, limb length, and store it in the key so she can have an optimal sitting position. When the maintenance time is close, the retailer will also take the initiative to contact the owner so as not to miss the time. These ideas are all from women.
For Volvo at the time, women were forming an increasingly important customer base. In the United States at the time, 54% of Volvo buyers were women. In the 1980s, Volvo set up a group on women-friendly cars to test and evaluate new models in the early stages of development.
The cars turned out to be "her" hands
Perhaps it is difficult for you to believe that the exterior design of acura NSX, known as "Dongying Ferrari", is actually designed by a female designer after the 80s. Michelle Christensen, head of exterior projects at Acura Design Studios in Los Angeles, may not be well known, but the new generation of Acura NSX has become a classic. The sharp exterior design of the supercar, with the feminine lines of the "romantic 3D visual senses", may be the best description. By the way, remember a ZDX with an avant-garde design? It was also designed by her.
Diane Allen is a senior manager at Nissan's American Design Center with over 30 years of experience as head of design for the 2016 Nissan TITAN, combining a full-size pickup truck with North American features with Nissan's DNA. TITAN adopts a tough, rugged design that focuses on practicality and functionality, using the best materials and reliable quality. Of course, the significance of this pickup truck is that it is an American pickup truck that is truly built for American pickup consumers in the United States.
Susan Lampinen, ford's chief designer of colors and materials, has been involved in for-for-one Explorer, Edge, and Mustang. As a tough guy sports car icon, Ford Mustang has always offered customers an incredibly diverse range of colors, sports kits and special edition models. In order to make a sports car more representative, from the color of the paint, there is a legendary red that shows performance, sportiness and strength, and is extremely expressive, which has become the most representative color of Mustang.
An exclusive configuration that belongs to "her"
As more and more brands focus on marketing to female consumers, in the past we can see a lot of personalized configurations designed for "her", such as early Japan, such as automatic gears, makeup mirrors, seat up and down adjustment, and rich colors. And now, too.
That's right, when you hear this rather domineering name, the Queen's Co-Pilot must be a very interesting feature. In our daily car use scenario, the use rate of co-drivers is very high, but it is one of the least comfortable seats. Everyone sitting on the co-driver is actually not necessarily better than the rear seat, and on the Nio model, you can see this queen co-driver who pays attention to the comfort of the co-driver. Through the leg rest and foot pedals of the co-pilot seat, the legs can be straightened, which improves the riding comfort of the co-pilot passengers, and the seat also has a long slide rail, and the seat will be more backward, and a comfortable VIP queen co-driver is believed to be liked by many people.
Of course, the Queen Co-Driver can be further extended to the back seat, such as creating an unparalleled ride experience. Volvo S90 Ambience Concept car rear passenger experience center, through the Scandinavian design language, unprecedented visual, auditory and olfactory, with the interior space into one, one car one world, users can customize the unique atmosphere of the car through the APP, plus Borgavekin exclusive headrest speakers, Byredo exclusive fragrance, Swedish Royal brand Orris handmade crystal cup and crystal stall, hidden refrigerator and other special configurations.
On the new CAR of GAC Trumpchi, we also saw the configuration of the "Empress Recliner". As the first landing model of GAC Trumpchi's "intelligent + hybrid" dual-core drive strategy, the second-generation GS8 provides six/seven seat layouts in addition to the new design language of "Star Diamond Lingying", 14.6-inch central control screen + 12.3-inch instrument, 2.0TM engine + Toyota's new fourth-generation THS hybrid system. It is worth mentioning that the co-driver seat is placed on the table, which can be connected with the second row of seats to form a "queen recliner", the second row of seats is not only softer, but also has 8 backrest adjustments, and the front and rear sliding distance is as high as 140 mm, which can achieve the experience of "lying flat".
In addition, Volvo has also introduced the child safety seat design concept, after the child can be fixed to the co-pilot's child safety seat, parents can be based on the creative design, counterclockwise rotation of the passenger seat to the backward state, and use the children's belongings provided on both sides and below the seat to store small items such as diapers and blankets, while other large items can be stored under the front dashboard of the seat.
How, after reading so many stories about "her", I think you also feel the close relationship between car companies and her, whether it is design, configuration or positioning, the women's market will become the next new growth point. What would you do to make "her" happy?