The Female Perspective on Cars

3563 Views 82 Replies 30 Participants Last post by johnstarnes, Aug 31, 2008

doh

Discussion Starter · Aug 27, 2008

http://www.johnsoncontrols.com/publ...trols.mediaroom.com/index.php?s=113&item=1656

The Female Perspective on Cars: Johnson Controls Conducts International Study Investigating 'What Women Want' in Vehicle Interior Design

Results to inspire and drive women-focused design and product development
PLYMOUTH, Mich., Aug. 27 /PRNewswire-FirstCall/ -- When choosing a vehicle, women want design options that offer flexibility, allow them to connect to the outside world and offer more storage space. These are some of the key findings from a study conducted by Johnson Controls (NYSE: JCI) in the United States and Europe, in response to the recent women-focused trends and market indicators highlighting the increasing buying power of women. The company will utilize the data to inspire and drive industrial design and new product development that meets the evolving needs of women

"Today's women are more autonomous than ever before. As their lives evolve, it's clear that their vehicles need to transform with them," said Bill Fluharty, vice president, Global Research and Discovery. "The information gained from this study will help provide the insight that is critical for Johnson Controls to continue creating ingenious automotive interiors that meet the changing needs of female consumers."

The results from both the United States and Europe were mostly similar. Some research result highlights include:

-- Women are in transition -- whether a recent college graduate or a retiree, transition resonated throughout the interviews. Women's life stages, mind sets and responsibilities are evolving and their vehicles need to transition to address these changes. From the working woman with her mobile office to "mom's taxi service," vehicles need to be customized to offer features and products that meet their expanding roles.

-- Women are connected -- women of all ages are incredibly connected to technology and depend on the most recent technological advances to feel more connected to their family and friends. For women, technology is more than simply gadgetry and electronics -- it offers them the safety, security and convenience they desire.

-- Women need more storage space -- women are creating their own storage areas because their vehicles (across most segments) fail to provide them with adequate space. In addition they would prefer to have reconfigurable storage compartments that truly optimize available space.

-- Women need style -- the study revealed that women long for greater style in their vehicles and miss the excitement of driving more "fun, non-mom" vehicles.

-- Women are environmentally conscious -- women are looking for ways to be environmentally friendly that are convenient to their lifestyle and sensitive to their budget.

-- Women feel good in their car -- the vehicle provides a feeling of safety and security, especially when they are alone in their vehicle. They use their commute as a way to take a break and relax. Women have a lot of personal items in their cars, which provide a feeling of being at home, and they wish to have more possibilities to create their interior to get more of the feeling of being at home.

To explore women's current values, motivations and concerns and to better understand how the female perspective influences interior vehicle needs, Johnson Controls conducted a qualitative research study. A multi-method research approach of individual interviews, duo in-home interviews and focus groups were conducted throughout Chicago, Boston, Germany and the Czech Republic in the fall of 2007.

In addition to interior design insight, the information generated by this study also helped identify and prioritize some of the key criteria that women consider when purchasing a vehicle, including function, safety, style, gas mileage and price.

Johnson Controls' Consumer Research Group utilizes advanced research methods -- such as trend, target group, brand, product interior and concept research -- to gain insight into consumer mindsets. The group then translates the gathered market and consumer intelligence for designers and engineers to create product developments that are targeted to the needs of the industry.

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Uzzy

· #81 · Aug 30, 2008

Extreme4x4 said:
My other favorite was the condescending 20-something male. This is the one who knows everything............ just ask him, he will tell you. His first comment would always be "so, who's car is this?" This would shortly be followed by "do you know anything about this car?" Now, mind you, on my information sheet, I named myself as the builder of the car.............. just to eliminate this type of annoyance. LOL

My ears are burning

That might be my first instinct, but stereotypes don't create themselves. Then after I found out the facts, well that'd be hot!

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wescoent

· #82 · Aug 30, 2008

Extreme4x4 said:
Man.............. you guys are hilarious.

The stereotypes are running free here today. Some of you married guys need to show your wives this thread.............. talk about being in the doghouse. LOL

That said, some of you guys need to change the way you look for women, and the type of women you go out with. I have a hint for you.............. if she is shallow and self posessed when you go out with her, she is not going to change. If the hair is perfect, the makeup (I hate makeup) is perfect, the nails are perfect, and she is wearing expensive looking clothes and shoes........... hint, hint. For car guys, a great place to meet female car enthusiasts is at car shows.......... imagine that. Hell, I met my husband in the Fourwheeler chatroom, talking trucks. LOL

BTW, if my husband spent the same amount of money on cars, that I spent on shoes............ he would have a couple of really cute matchbox cars. If he spent the same amount of money on cars, that I spent on shoes, makeup, clothes and jewelry................ he would have a few more matchbox cars. I am, however, working on getting the money together for a Bedrug for the new truck (we do not use CC's).

In my case, and my husbands.............. a marriage is a partnership of equals. We make major decisions together. He can make decisions for himself, and I make decisions for myself, and we share those decisions with each other. There are some things that he is better at, than me.............. such as rebuilding an engine. There are things that I am better at than him, such as diagnosing problems with fuel injected engines. Yes, I do my own wrenching, and can change my oil with my eyes closed. No, I do not have my nails done. LOL (at one time I did.............. then I would detail my built Mustang (that I built myself) to go to the Pavilions............. and I would ruin it all.............. I stopped doing that quickly). Yes, my husband does think I am the sexiest thing alive.

The main thing I have learned about men, in my 44 years is: When you ask them what they are thinking (women do that all the time), and they say "nothing," ............ they are telling the truth. LOL

Well, as with many aspects of marriage, the key is compromise. She likes clothes, shoes, fashion, and jewelry, and I like cars. So, I do my best to learn about those things, go shopping with her sometimes, and watch insipid shows like Project Runway and Top Model, while she does her best to learn about cars, come car looking-at with me, and be able to have an intelligent conversation with me about them. In the end, I become a much better dressed and put-together fellow, while she knows how cars work (unlike all of her friends), and can identify the design influences of virtually any car on the road today.

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johnstarnes

· #83 · Aug 31, 2008

Extreme4x4 said:
Man.............. you guys are hilarious.

The stereotypes are running free here today. Some of you married guys need to show your wives this thread.............. talk about being in the doghouse. LOL

That said, some of you guys need to change the way you look for women, and the type of women you go out with. I have a hint for you.............. if she is shallow and self posessed when you go out with her, she is not going to change. If the hair is perfect, the makeup (I hate makeup) is perfect, the nails are perfect, and she is wearing expensive looking clothes and shoes........... hint, hint. For car guys, a great place to meet female car enthusiasts is at car shows.......... imagine that. Hell, I met my husband in the Fourwheeler chatroom, talking trucks. LOL

BTW, if my husband spent the same amount of money on cars, that I spent on shoes............ he would have a couple of really cute matchbox cars. If he spent the same amount of money on cars, that I spent on shoes, makeup, clothes and jewelry................ he would have a few more matchbox cars. I am, however, working on getting the money together for a Bedrug for the new truck (we do not use CC's).

In my case, and my husbands.............. a marriage is a partnership of equals. We make major decisions together. He can make decisions for himself, and I make decisions for myself, and we share those decisions with each other. There are some things that he is better at, than me.............. such as rebuilding an engine. There are things that I am better at than him, such as diagnosing problems with fuel injected engines. Yes, I do my own wrenching, and can change my oil with my eyes closed. No, I do not have my nails done. LOL (at one time I did.............. then I would detail my built Mustang (that I built myself) to go to the Pavilions............. and I would ruin it all.............. I stopped doing that quickly). Yes, my husband does think I am the sexiest thing alive.

I do get what you are saying, however. I do not have many female friends, because I just do not have very much in common with them. The ones that I do have now, are mostly because of our son. Most of my friends are guys............. and one is a Lesbian.

The main thing I have learned about men, in my 44 years is: When you ask them what they are thinking (women do that all the time), and they say "nothing," ............ they are telling the truth. LOL

Oh........... and what is up with all the younger guys who know nothing about cars??? When I used to show my Mustang, I had an information sheet that I had under the hood. I also had alot of stereo, that I paid someone to put in. These young guys would come up, and start talking about the Ohm's that my speakers operated at............ and I would look at them like an idiot. They would then look at my engine, and ask if it was a V8 (I had removed my 5.0 emblems). I would look at them, with a straight face, and tell them "no, it is a hemi 4cyl, thats why there are 8 plug wires."

Wow you sound like a truly awesome life partner! Got any hunky smart g4y brothers?!

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