Road & Travel Magazine

Auto Advice & Tips
Auto Buyer's Guides
Car Care Maintenance
Climate Views & Videos
Auto Awards Archive
Insurance & Accidents
Legends & Leaders
New Car Reviews
Planet Driven
Road Humor
Road Trips
RV & Camping
Safety & Security
Teens & Tots Tips
Tire Buying Tips
Used Car Buying
Vehicle Model Guide

Travel Channel
Adventure Travel
Advice & Tips
Airline Rules
Bed & Breakfasts
Cruises & Tours
Destination Reviews
Earth Tones
Family Travel Tips
Health Trip
Hotels & Resorts
Luxury Travel
Pet Travel
RV & Camping
Safety & Security
Spa Reviews
Train Vacations
World Travel Directory
Bookmark and Share

The Femal Perspective on Cars

Johnson Controls Study Tells “What Women Want” in Cars

By Samantha Gasco

What do women want?  A question that has been asked over and over for centuries, and in all honesty it’s a question that most women do not know the answer to. From men, to clothing, to dinner items on the menu, women are a bit indecisive, that is until it comes to their cars. 

A recent study conducted by Johnson Controls Inc. (JCI) found that women know exactly what they want when it comes to their vehicle's interior. JCI is an automotive supply company that provides automotive interiors that help make driving more comfortable, safe and enjoyable.

Women want vehicles that are transitional. Women’s life stages, mind sets and responsibilities are evolving and their vehicles need to transition in order to address these changes. They need vehicles to be customized and offer features that meet their expanding roles.

“Today’s women are more autonomous than ever before. As their lives evolve, it’s clear that their vehicles need to transform with them,” said Bill Fluharty, vice president, Global Research and Discovery for Johnson Controls. “The information gained from this study will help provide the insight that is critical for Johnson Controls to continue creating ingenious automotive interiors that meet the changing needs of female consumers.”

Women want to be connected. Women of all ages are incredibly in tune with technology and depend on it to help them feel more connected to their family, friends and careers. They want vehicles that help them stay connected, safely. 

“Women have a love-hate relationship with technology,” said Renae Pippel, Manager for Consumer Research North America for JCI. “We are connected 24-7, it’s not always a good thing, but it has become a necessity.”

Technology offers women the safety, security and convenience they desire, said Pippel. 

Women want storage space. Because vehicles are failing to provide women with adequate storage, they are creating their own, which can make vehicles feel more cramped and less safe.

Women want style. Just like anyone else, women want to enjoy their driving experience and long for greater style. Nobody really wants to be driving the ‘mom’ mobile.

Women want to be environmentally conscious. Not only is it important for women to feel they are contributing to a healthy environment, its important sustainable vehicles are sensitive to their budget.

And lastly, and most important, women want to feel good in their car. They want to feel safe and secure.

“Feeling safe and secure is all about peace of mind,” said Pippel. “Women want to be safe physically but emotionally as well.”

Women are natural multi-taskers, which means their minds are constantly thinking about what is going on around them, she said. In order to make women feel safe and at ease, it’s important a vehicle’s interior offers all the amenities to help keep them organized and essentially more comfortable.

Whether it is making sure the grocery bag doesn’t tip over or the kids are safely buckled in their seats, having the appropriate storage and accessibility will aid in making women feel more comfortable and safe in their cars.

The study was in response to the recent female-focused trends and market indicators highlighting the increased buying power of women. With women making up to 80 percent of all purchasing decisions it’s important to cater to their needs, said Pippel.

The results of the study will help JCI as well as automakers track the trends and allow them the opportunity to better understand the success of current interior design features or come up with totally new designs.

JCI surveyed a diverse group of women ages 25-65 throughout the United States and Europe with the only constant being women were of mid-to-lead technological users.

In addition to interior design insight, the information generated by this study also helped identify and prioritize some of the key criteria that women consider when purchasing a vehicle, including function, safety, style, gas mileage and price.

For more information on the "What Women Want" study please visit Johnson Controls Inc.