What Women Want: Acura Attracts Female Market
What cars are the most appealing to female drivers?
In a recent survey on vehicles with the highest share of female ownership, 10 luxury vehicles are being tagged as the popular choice. Acura accounts for two of the 10 most female-owned luxury cars, according to the study conducted by the JD Power’s Power Information Network. The study was published in the September 20 issue of BusinessWeek.
The Acura TSX, which was launched four years ago, has been bought by 47.3 percent of the female market. Based on the European edition of the Honda Accord, the Acura TSX is a sedan designed to compete in the entry-level luxury sedan market. The TSX has a 2.4-liter, four-cylinder engine that produces 205 horsepower. It is described as a sporty sedan and is the least expensive among Acura’s sedans.
The Acura TSX
It is the relative affordability of the TSX that makes it appealing to female consumers. “The lower-priced segment is high-female. If you have a brand that is dominated by that segment, you’re going to see a lot of female owners, and Acura is one of the lower-priced luxury brands,” according to Tom Libby of J.D. Power’s Power Information Network, quoted in the same BusinessWeek article.
On the other hand, the Acura RDX is owned by 45.3 percent of all female vehicle buyers. Designed as a sports utility vehicle (SUV), the Acura RDX is a small luxury crossover sedan. Its 2008 model carries the first turbocharged engine of Honda, the automobile company that manufactures Acura vehicles. The RDX has a 2.3-liter, four cylinder engine that produces 240 horsepower.
The Acura RDX
According to the study, women purchased 37.3 percent of new vehicles in 2007 (until August). The results of the survey also show that not a single sports car made it to the least—strongly implying the gender difference when it comes to choosing cars to own. The lineup of the 10 most popular luxury cars also suggests that women tend to choose entry-level cars and small SUVs that prioritize safety, quality, reliability, and value. This is in stark contrast to male car buyers who mostly prefer sports cars over luxury cars, and speed and power over safety and comfort.
Source: BusinessWeek