In the Driver's Seat

22-December-2008

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Vive Magazine covered women who own high-price-range vehicles and interviewed Juliet about what is driving them to do so. A few snippets include:

From race-track to mid-life crisis, the world of luxury and sports cars has often been perceived as a man's domain. But as women increasingly become a driving force in the workplace, they're finding they can use the extra income to do some high-end manoeuvres of a different kind...

"Successful women have little time to themselves and often time spent in the car is precious thinking time." - Anna Burgdorf of Audi Australia

Car expert Juliet Potter thinks the evidence is obvious when you now open the door of a new car. "The interiors have stopped looking like the carpet at the RSL," she quips, "because women are quite picky with things like that".

Potter has found that practicality is generally a much bigger concern for women. Particular details can make all the difference when a woman is choosing what to drive.

Whether the attempts to accommodate feminine tastes are a sign of a real shift in the industry or not is questionable. BMW's (General Manager of Corporate Communications) Toni Andreesvski points out sensibly that "ultimately, you minimise reach by targeting gender"; while Potter thinks if there is to be a shift in attitudes, it will only come about when there's a true understanding of what drives women, not what women drive.