In Top Gear: Women and Automotive Purchasing in South East Asia

Ankur Pujari
DentsuAegis Singapore

The following is a result of an in-depth research project on the automobile sector covering multiple key Asian markets carried out by Dentsu Asia's proprietary research: SenseAsiaTM.

Today, 1 in 3 women in the South East Asia region are in senior management roles, compared to the global average of 1 in 5. In fact women are deciding on more products for men than men themselves. 31% of Asian women are chief income earners and purchase 60% of traditionally male products.

Reports from dealerships indicates that 9 out of 10 cars purchased globally are influenced by women. Even more interesting, J.D. Power's research states that women decide on 2 out of 5 cars purchased globally. In a traditionally male dominated industry, it is high time that car marketers take a serious look at how they resonate with the women of today – the women who are literally driving our economies forward.