Women Want Reliability, Comfort, Styling
What′s important to women when they select a new vehicle? The answer to this question, as well as responses to more than 100 other questions regarding vehicle styling and performance, can be found in the J.D. Power and Associates 2007 Automotive Performance, Execution and Layout (APEAL) Study. The study provides feedback and real consumer data to measure what new-vehicle buyers, in this case, women buyers, who have owned their vehicle for 90 days have to say about the performance, features and styling of their car, crossover, utility or truck.
In this year′s APEAL study, the top five factors that women respondents identify in choosing a new vehicle that will please and engage them are, in order of importance: 1) vehicle reliability/durability; 2) interior comfort; 3) exterior styling; 4) quality of workmanship; and 5) gas mileage.
Each factor and the models with the highest percentage of ratings from women buyers are described below.
Reliability/Durability
Women between the ages of 24 and 39 years want their new vehicle to be reliable and durable. In fact, 63% say that is the most important factor in selecting a new vehicle and determining if a new model pleases them, according to the study. Results indicate that two Honda models, the Accord and the redesigned CR-V, earn very high percentage ratings for durability among women respondents.
Interior Comfort
More than half of women respondents say interior comfort is an important factor when choosing a new vehicle. In this year′s APEAL study, the Hyundai Azera receives very high percentage ratings in interior comfort from women buyers. The flagship Hyundai model, which competes with segment best-sellers like the Chevy Impala, Dodge Charger and Chrysler 300, offers standard content more often found in premium models, such as eight air bags, anti-lock brakes, electronic stability control, an auto-dimming rearview mirror, power-adjustable front seats and LED taillights. The Azera has also ranked as the study's most pleasing model in the large car award segment for two straight years
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Another model that receives very high percentage ratings for interior comfort from women buyers is the redesigned Mercedes-Benz S-Class. The S-Class receives segment awards in both the APEAL and Initial Quality Studies. The S-Class also distinguishes itself by earning the highest APEAL score across all models as rated by both male and female respondents.
Exterior Styling
The look and image of a vehicle is third on women owners′ lists. Exterior styling is important to younger women; nearly half list it as one of the top three factors in choosing a new vehicle. Two very different and dynamic models stand out in terms of styling, according to women new-vehicle owners. Women buyers of the Cadillac Escalade EXT, with its heavy-duty bling and lots of passenger and cargo space, and the sleek Porsche Cayman sports car give these models very high percentage ratings for exterior styling. Both models receive segment awards in APEAL.
Quality of Workmanship
What is the first model that often comes to mind when thinking of quality of workmanship? With a longstanding customer satisfaction reputation for quality, the redesigned Lexus LS 460 continues to serve as a benchmark. Women who purchased a new Lexus LS 460 give it very high percentage ratings for quality. The new LS 460 also ranks as one of the top three models in the large premium car segment award categories in both APEAL and Initial Quality.
Fuel Economy
This year, as the price of gasoline continues to rise, women list fuel economy as a bigger factor in selecting a new vehicle. The APEAL study finds that fuel efficiency now ranks as one of the top five factors among women buyers in selecting a vehicle that delights them. Also, more than one-third of younger women (between the ages of 24 and 39) indicate that fuel efficiency is important, and nearly two-thirds want to buy environmentally-friendly vehicles. The Toyota Prius Hybrid
Other models that appeal to women, and that have hybrid powertrains and are reported by survey respondents to get at least 30 mpg, according to the APEAL Study, include the Toyota Camry Hybrid and Honda Civic Hybrid Sedan. Among non-hybrid gas sippers with conventional gasoline engines, the Toyota Yaris Sedan, Honda Fit and Toyota Corolla are mentioned. The Yaris and Fit tie as the top-ranked APEAL awardees in the sub-compact segment. It′s interesting to note that, seven years ago, fuel economy was not even on the list as one of the important factors in APEAL, according to our firm′s studies. In 2000, the top drivers in defining a pleasing vehicle for women owners were exterior styling and price, followed by durability and reliability.
What Does it Mean?
Major factors that affect women are based on logic and sensibility. They are most concerned about a model′s durability/reliability and interior comfort, and they also value vehicle workmanship, quality and fuel economy. Among models that receive very high percentage ratings based on each of the major purchase factors among women, many are APEAL segment award recipients.
