DO women motorists demand different things from a car to men? Bear with me on this one while I stray into what could be troublesome territory for a male driver.
But my aim is not to appear sexist in any way. Long ago, the Sixties to be exact, I joined in the battle against all “isms”, ie sexism, racism, etc., though sadly some of these prejudices persist. Yet marketing persons have a clear head in such matters. They know where their bread is buttered and they know that in 2014, the number of women car owners has grown manifestly since the far off days of the Swinging Sixties (it has actually accelerated enough to double in the last two decades). And therein lies a very lucrative market.
Female buyers now account for 40 per cent of new car sales in the UK. There are currently 16 million female licence-holders in Britain, a figure that is rising and one that makes up nearly half of all licence-holders in the UK. So in the eyes of your average new car sales person — male or female, naturally — there is a cracking market out there to be tapped.
I was thinking these rarefied thoughts as I drove around in this week’s drive, the new Peugeot 108, a decidedly plucky little motor but definitely in the livery of the test car, a vehicle that was not afraid to show its feminine side.
From the attractive colour scheme, diamond white with a purple berry full-length fabric sunroof to the 15in Thorren alloy wheels, this car smacks of style. The purple berry hue even wafts aromatically through the car’s brochure. Completing the “look” on this model, the new Peugeot 108 Allure 1.2 TOP! (the French do love that exclamation mark) there is something called the barcode theme.