Jaguar and Mercedes-Benz India tap women buying cars
India isn’t just waking up to a new and younger rich folk where the average age of a luxury car buyer is about 35 years, but also an entirely new buyer group, women.
As more working women gain financial independence and stability, Indian society is embracing a change in status quo in certain segments wherein decision making lies with women.
Across the automobile industry, there are now more women than every before engaging in discussions pertaining to car purchase. Moreover, the number of women who own cars and drive the,selves too is rapidly increasing despite being a small group.
Earlier this year, Jaguar Land Rover got Priyanka Chopra to unveil its Range Rover long wheelbase at 2014 Delhi Auto Expo. This week Jaguar India nailed another big move on that premise presenting Kareena Kapoor is the face of its ‘Jaguar XJ, so alive it wraps you in luxury’ campaign.
2014 Lavasa Women’s Drive annual event, also the largest all-women Indian car rally was announced a Guinness World Record holder for ‘Most female participants in a motor sport event’ with 934 women participants in 467 cars driving from Mumbai and Pune to Lavasa. Mercedes-Benz India was involved as Official Drive partner for Lavasa Women’s Drive 2014.
Mercedes Benz India expanded its scope to target women customers through its new range of compact cars (A-Class and B-Class) as of now. And as expected, new A-Class and B-Class has brought in more women customers. Thus far 2500 New Generation Cars (NGC) have been sold here, accounting for about 20% of Mercedes-Benz India’s sales. The small cars have brought into its realm of customers, women and first time buyers.
Back in 2013, BMW India introduced its X1 with Dia Mirza at helm. Indian golfer, Sharmila Nicollet has been at the forefront of numerous Audi launches and campaigns. With more women employed today, this trend is reflected globally and even in a developing market like India, where attitudes are slowly changing.