A sweet car named desire

Women love cars too. However, their priorities are different from those of men. They would like a car with qualities that embody their personality - realistic, pragmatic, modern and elegant. In a special feature, Friday discovers what kind of cars women want, children's dream vehicles, cars that reflect a country's culture, and cars at the high end of the spectrum...

Automobiles are no longer a male domain as women are emerging as major influences on the auto market. With more and more women joining the workforce, there is an increasing need for them to be mobile and they are important decision-makers in buying family cars as well as cars for themselves.

But, are women as passionate about their vehicles as men or are they guided by rationale and pragmatism when it comes to vehicles?

For women, cars may not be total identity symbols, but they like to have those that they can relate to.

They may not fall in love with their cars, but they do have a special bonding and identify with their vehicles. They may not be obsessed with their cars but they surely are passionate about them.

The ideal woman's car combines style with driving ease and attention to detail - the most important concern is practicality.

Most women do not consider it a very good idea to personally clean their cars in order to de-stress, or read about the latest on the car market - some activities men like to indulge in.

They don't discuss wheel-caps or in-car entertainment systems with friends neither do they dream about cars, but this does not make them cherish their cars less than men.

Women view cars differently than men: their priorities and expectations from their vehicles are not the same as for men. Whereas many men consider cars as objects of fantasy, for most women, cars are utility items more than anything else. Friday caught up with some women to find out what their cars mean to them...

Janette Watts
Director, Paradigm Research and Strategic Planning
Her car: Lexus LX 470