GM seeks to refocus on engaging women

by James Quilter, Marketing 21-Jun-06

General Motors UK (GM) has set up a senior management committee to find ways of targeting its female customers more effectively.

The initiative involves its UK marques Vauxhall, Saab and Chevrolet.
Vauxhall communications director Collette Dunkley will chair the
committee, which includes Saab managing director Jonathan Nash and

Vauxhall marketing director Andy Gilson.

The scheme was set up in response to research showing the number of
female car buyers is likely to increase by 40% between now and 2020,
while the male market is likely to remain flat.

One finding showed that women are more influenced by lifestyle and
practical applications than performance, but the overall experience in
GM Dealerships was skewed to male needs.

The findings will affect GM's marketing, which will now put more
emphasis on lifestyle aspects.

GM is organising training to help dealers communicate better with female
customers. It is also launching services aimed at women, such as a
'10-minute car class', which will show them how to carry out a basic
safety check.

Dunkley said: 'The industry must understand the difference between male
and female purchasing.'