Tag Archives: cars

Gender Marketing encounters, interview n°15


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.

Posted on 11 June 2012 in Motoring, Reflections, Gender Marketing encounters , Sectors
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European survey: Women are in the driving seat!


These days, women are in the driving seat: they use their cars just as much as men do, they like to choose the model by themselves and they know exactly what they want. And it’s not a fantasy! In fact, 4,460 women took part in the car survey throughout July. So, women at the wheel… is their determination taking a turn in a new direction?

“I DON’T NEED ANYBODY”

It’s a fact, women are revved up about cars nowadays. The proof: 41% of European women now buy their cars on their own. Women have become as privileged as men when it comes to being targeted in advertisements or information campaigns.

Posted on 19 January 2012 in Motoring, Women's behaviour, Reflections, Sectors
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