Renault-OMD-Publicis Conseil interview

Laure Grégoire-Braems, Marketing Strategy supervisor, Renault
Cyril Forget, Media Analyst for Communicatons Director of models & brands at Renault
Sophie Benkemoun and Hélène Duvoux-Mauguet, strategic planners at Publicis Conseil
Maria de Saint Roman, Strategic Director at OMD
Elisabeth Tran, Insight Director at OMD
Stéphanie Duhamel, international advertising sales director and Carole Barkatz, marketing strategy director at aufeminin.com

20th December 2011

Agence L / Womenology
What percentage of your consumers and shoppers are female?

Renault – OMD – Publicis Conseil
In the studies that we have available to us and that are based on the main driver of the car (i.e. the registered keeper of the vehicle), 1/3 of new car buyers are women. In the small car segments (Twingo, Clio, etc.), this reaches 50%.
But these studies tend to underestimate the weight of women as secondary drivers (i.e. not the registered keeper of the vehicle), such as mothers, for example.