Business opportunity number 1 - women in the automotive industry

Charles Kirk, Jörg Sgries and Mogens Laursen

One of the strongest and most challenging claims of the last decade is that 'Women are business opportunity No.

Business opportunity number 1 – women in the automotive industry

Charles KirkMaritz Research, United Kingdom

Jörg SgriesMaritz Research, Germany

Mogens LaursenVolvo Car Corporation, Sweden.

INTRODUCTION

Women as a huge business opportunity – “Well, yes, in cosmetics, or jewellery, or fashion”, you might think. But when it comes to cars? Aren't we then talking about “toys for the boys”? Don't cars and the whole automotive industry require that 'something special' that only men have? (Is it muscles, money, brains, innocent childishness or something else?)

Neither Maritz nor Volvo can claim credit for reaching the insight that...

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