How women are steering a shift in the auto sector

DRIVERS OF CHANGE!

- Niharika Lal and Riya Sharma

Ladkiyon ko gaadi chalaninahi aati!” Unless you are living under a rock, you are sure to have heard this stereotypical and sexist comment passed by men around you. So, here’s a wake-up call – women are not just giving it back to people who feel they cannot drive properly, but taking it up a notch by doing so from behind the steering wheel of SUVs, luxury cars and off-roading 4x4s! In fact, several studies conducted by automobile companies also indicate that,over the years,there has been a substantial increase in the number of women purchasing cars, and their choices have pushed carmakers to pitch sales to women.

‘MORE WOMEN ARE BUYING LUXURY CARS AND SUVS’

In January, Rajan Amba, Vice President, Sales, Marketing and Customer Care, Tata Motors PV, wrote that from FY2019 to now, there has been a dramatic increase in the percentage of single women car buyers for both their company as well as the auto industry at large. He wrote, “In India, women account for 12-15% of all automobile buyers, which is not a small number by any stretch. The percentage of working women buyers has risen from 50% to 65%. Interestingly, since 2019-20, the weekly usage (number of kilometres driven) by women has almost tripled.”