Volkswagen Initiatives for Women...

[dramonte]

Good Day My Fellows;

By now most know that the ability to market successfully to women consumers will make or break most business models in the coming ages. One company I repeatedly hear about having strong alliances with organizations and launching marketing campaigns specifically for women is Volkswagen.

Does anyone in the forum know the party or parties responsible for overseeing the manufacturer's steady involvement in the activities to support women consumers' endorsement of their brand? Also, is there a particular entity they have designated to coin their marketing and PR campaigns where this interest is concerned?

Any insight on the matter shall be greatly appreciated.

[mchastek]

Are you sure it's Volkswagen and not Volvo? I know Volvo is big into marketing to women.

[dramonte]

Not Absolutely Mark;

However, if you recall, the new bug was marketed almost directly at women. Volvo has definitely taken a common directive, but I am thinking it was Volkswagen who took the lead. Please, let me know what you come up with in regard to the matter, though. This is a wisdom mine...

[mchastek]

You are right, the bug was heavily marketed toward women.

I came across an article about Volvo. http://www.wired.com/news/technology/autotech/1,62991-0.html

Although this doesn't directly answer your question, I think it's interesting to read.

Something that caught my eye: "Brauer said marketing cars to women is a 'double-edged sword' because for every woman who may appreciate the feminine touches of a vehicle, there would be a man who would steer clear of the stigma of 'having a woman's car.' He said that when SUVs first hit the market, the industry was shocked at how many women wanted them."

-Mark

[Lhansen]

There is a new article on Edmunds.com that you might want to take a look at. It deals with the Gender Gap encountered when interacting with dealerships. I thought there were many valid points in the article. Tthings are better than they used to be regarding this subject, but there is still a ton of improvement needed on the dealership level.
Thanks!

Linda

Linda Graham Hansen
Auto Dealer Focus
www.autodealerfocus.com