AS ROLES OF WOMEN CHANGE, FORD RECOGNIZES THEIR SOCIETAL STATUS – AND THEIR UNIQUE PURCHASING PUNCH
- Women’s History Month in March brings to light the changing role of women in society, and how that shifting position affects their purchasing power
- Statistics show that women are directly responsible for 45 to 50 percent of all new vehicles purchased in the U.S., and they have a direct influence on up to 80 percent of vehicles they don’t purchase themselves
- Oftentimes, men and women are looking for the same features in vehicles but use different language to describe the attributes important to them
The Power of the Purse (PDF)
DEARBORN, Mich., March 16, 2010 – The old-time Ford advertisements from the turn of the 20th century tell a quaint story: They show the woman of that time as a fragile creature, somewhat prone to panic, in need of a simplistic automobile that even she can operate.
Times have most definitely changed. Ford vehicles are still durable and easy to handle, but the women behind the wheel bear little resemblance to the hothouse flower of yesteryear. She’s strong, self-assured, and very capable of taking care of herself. As the National Women’s History Project sponsors its 30th Women’s History Month in March, Ford Motor Company is more aware than ever of the changing role that women hold in today’s society.
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