In March Quantcast published data suggesting the automotive sector is missing the mark when it comes to communicating with motorists. You might think advertising campaigns focussed on themes such as “road”, “speed” and “fast” come with the territory, but the survey revealed that such clichés are actually shutting out up to half of potential customers. Why? Because such concepts are generally designed to appeal to men, despite growing purchasing power among women. Indeed, UK government data shows that car ownership among women increased 75 per cent in the 20 years up to 2014.
For a long time people have referred to the European tyre market in general and the UK tyre market in particular as mature markets. This kind of maturity is generally taken to mean low growth markets that are already well developed. Here markets are significant in size and 1 to 2 per cent growth per annum is normal.
However, a number of recent market research reports give us the opportunity to reconsider this assumption on two grounds – firstly, with technology developing as it is, quantitative growth should be considered in a wider context; and secondly there is the qualitative question.
Protyre says it is the UK's first retail tyre group to subscribe to the FOXY Choice approved female friendly garage network. This means their 57 retail centres have all signed the FOXY Promise to 'never overcharge, patronise or sell women services they don't need. "This is the area where some women need reassuring most, because the tyre industry has a poor image in many female minds," said FOXY Founder Steph Savill, "this is why we're so delighted to be promoting Protyre Centres and their garage services to women drivers including members of FOXY Lady Drivers Club and their families."
Sadly, some garages are still patronising in their treatment of the ‘fairer sex’, and greeting female customers with a leer before steering them towards an expensive and unnecessary purchase is not always just an occurrence from back in the bad old days. Businesses where this sort of behaviour is considered acceptable, however, won’t be recommended by one particular new website. The site, foxychoice.com, has been launched with the aim of helping motorists do their garage buying homework for MOT’s and car servicing, and in particular identifying the best female friendly garages and dealerships in the area. Answers to important everyday questions are answered within the site, and motorists looking for female friendly local garages can search to suit the work required then compare qualify features and facilities before making their final choice.