Tata Motors will be increasing its focus on attracting the fairer sex with its upcoming marketing campaigns and products. A company spokesperson told Business-Standard that 17% of Tata Motors’ customer base is accounted for by women and they present a huge opportunity for the automotive industry.
In 2010-2011, around 14% of Nano customers were women but the proportion increased to 23% in 2015-16 with the advent of the Nano GenX with AMT (Automated Manual Transmission), power steering, music system and a revised design. The company says that easy of use, amiable design complemented by snazzy color themes and a clutchless transmission are the features that attract female customers.
The spokesperson also said that cars like Zest and Bolt have gained acceptance among women customers. The newly launched Tiago with a neat design, compact dimensions and modern features, is also expected to go well with the female audience. Tata Motors is placing advertisements for the Tiago in popular women’s magazines like Cosmopolitan, Grazia, Femina and Elle to spread awareness. The automaker has also partnered with Cartoon Network to use their Ben10 character to target mothers.
Moving forward, the proportion of women car buyers are expected to increase steadily until it matches developed markets like the US (above the age of 25 years, 51% of driving license holders are women).