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.
The 2017 NTDA conference kicked off this morning, with around 200 tyre executives gathering in Milton Keynes for sessions on subjects covering people, technology and looking after business. The initial headline was the publication of the association’s “manifesto for change”. This 44-page document details the association’s plans for making significant change in the market.
The business success of Westgate Tyres, achieved concurrently with raising a family and latterly while battling ill health, made Jane Bailey Foxy Lady Drivers Club’s Woman of the Year 2017. Her story, told in the Q&A below, illustrates her determination to make Westgate a success, as well as the way in which a love of cars brought her back to the tyre business, and shows the generations of her family working to make the dealer a more appealing destination for female tyre buyers.
Jane Bailey of Morecambe’s Westgate Tyres has been made the inaugural Foxy Lady Drivers Club Woman of the Year 2017. The Award acknowledges Bailey’s business story, describing her as “a rare and inspirational female role model within the tyre industry.”
First Stop’s 76 branches will join a list of female-friendly garages, accident repairers and car dealers when it is accepted onto the Foxy Lady Approved Tyre Services Register. The Register identifies businesses that meet the female drivers club’s quality standards. Each member of the list has signed a Foxy Lady Promise to “never overcharge, patronise or sell women services they don’t need.” The new tyre-based register, “monitored by regular female feedback” like Foxy Lady’s other automotive industry registers, was started to build upon the club’s TyreSafe Online and Social Media Award in 2014, which recognised its work in promoting tyre safety using its Twitter and Facebook pages. The club is also a TyreSafe member.
Foxy Lady Drivers Club has become the latest motor group to join tyre safety organisation, TyreSafe. Having previously supported TyreSafe’s campaigns informally, members of the UK’s only everyday motoring club for women will now have access to a wealth of tyre safety resources and information designed to help keep them safe on the road. TyreSafe will also be able to access the club’s membership, providing valuable insight and feedback to help the development of its campaigns which aim to raise awareness about the dangers associated with illegal and defective tyres.
Many women drivers are not able to care for their cars properly because they don’t know how to choose a garage or technician they can trust, research released today reveals. In response, IMI, the professional body for the UK motor industry, is launching a campaign, featuring presenter Suzi Perry, to give them the tools they need.
A quarter of women drivers admit to never having their car serviced by a professional mechanic. They only deal with problems when they show up on the MOT. IMI fears that this approach makes them vulnerable as consumers and compromises their safety.
Michelin secured top honours at the 2014 TyreSafe awards, winning the ‘Outstanding Contribution’ award in recognition of its long term commitment and innovation in raising awareness about tyre safety issues. In recent years, the company has rolled out a number of successful tyre safety education programmes including its puppet road show events for young drivers, […]
Foxy Lady Drivers Club has opened what it says is the UK's first female friendly accident repairer network. According to the network, Women drivers can now search for a female friendly business across much of the UK for when they need their car servicing, MOT'd or repaired including all kinds of mechanical work as well as major accident damage and more minor bodywork repairs like car park dents or damaged alloys. The new Foxy Lady Approved accident repair network opened for business on Monday 7 January with an initial 90 accident repair centres featured.