Sales of cars to women are booming, with the biggest increase reported among those aged 29 to 44 with disposable income – and without children.
According to evecars.com, the British car trade will see almost 5 million car purchases by women this year – half the U.K.’s forecast total sales. The RAC Foundation has stated that women buy almost 50 per cent of new or used cars, but have a deciding influence on 80% of purchases.
“Car manufacturers recognise the power of female purchase power and some are actively targeting women who have chosen to postpone parenthood. A huge number of women don’t settle down until their 30s and 40s and they are opting for possessions such as cars before spending their money on having kids,” said Lesley Jones, editor of evecars.com, Eve magazine’s motoring Web site for women.
“There is a clear trend among independent, affluent women to treat themselves to the better things in life before they settle down. This includes squeezing every moment of maximum enjoyment from their hard-earned cash by driving their dream car. And who cares if it has no back seats to speak of? There’s plenty of time for a mum-bus when the kids eventually come along.”
Car advertising was worth £700 million in 2004 and the industry’s approach has softened over recent years to appeal to female car buyers, who have already helped the U.K. to second spot in convertible sales in Europe.
Birth rates have been collapsing among younger women who are believed to value education, career, cars and mortgages over having children.
