Women Don't Like Buying Cars Made In Detroit

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29. Women tend to be more practical about cars--men are more aspirational

Women, on the whole, tend to see cars as tools. A car's job is to move you and your family and your stuff from one place to another, safely and efficiently. Guys, are much more easily moved by ads which speak to their desire to be more powerful, more sexy, more in control.

The one time Detriot really moved women was in the 90s with all of those ads showing SUVs plowing through blizzards with a woman at the wheel and a sick child in the car. Suddenly many women, who, unlike their menfolk, couldn't care less about plowing through blizzards before, suddenly decided that the expensive, gas guzzling SUV, their husbands were salivating over were a NECESSITY even if they lived in a part of the country where it hardly ever snows. "If you can see it in your mind, you should see it in your garage" was one of the catch phrases they used and it worked.

Japanese cars, for the most part, are marketed as practical, durable and safe and for the most part their record backs up their marketing. They're designed by and for people who tend to be a little smaller than the average American male. That works for women.

Build a solid, affordable, fuel efficient, durable. small car that doesn't look like a joke; market it properly and American women will buy it.