Research shows that the main reason for trading is to improve the quality of life or the standard of the current vehicle
OR Web engines, the country’s automotive ecosystem and business and solutions portal for the segment, presents new research analyzing the purchasing profile of women in the Brazilian automotive sector. The study reveals that 71% of respondents intend to purchase or change vehicles, according to data from Webmotors Autoinsights.
Among those interviewed who wish to purchase or replace their vehicle, 64% want a car and 7% a motorbike; 37% plan to make the purchase in the next 12 months, while 33% aim to make the exchange in 2024. When it comes to the frequency of the exchange, 20% of women take three years to replace their vehicle, while the 19% take six years or more.
Among the reasons that lead to changing cars, women first choose the search for an improvement in the quality of life or the standard of the current vehicle (56%), followed by the need for a larger car (23%) and from the purchase of a car that accommodates all family members (16%).
When it comes to the attractiveness of a vehicle, 90% of respondents ranked comfort as the main attribute sought in a car, followed by economy and performance (79%) and good safety (60%).
Categories, brands and colors preferred by women
As regards the most requested car categories for the next purchase, sedans are in the lead with 54% of preferences, followed by SUVs (47%) and sedans (24%). Among the brands preferred by Brazilian consumers are Chevrolet (14%), Fiat (12%) and Toyota (11%). The favorite colors are black (34%), white (21%) and silver (20%).
“The change in the behavior of women in the automotive segment reflects a significant transformation of society, whereby we are taking an increasingly leading role in purchasing decisions,” says Natalia Spigai, CMO of Webmotors.
“We are committed to closely monitoring these trends and offering a personalized experience that meets the specific demands of this audience, from model choice to support in the daily use of the vehicle.”
The Webmotors survey was carried out in collaboration with QuestionPro and saw the participation of 700 women, mainly aged between 25 and 34 (37%), graduates (36%), married (55%), mothers (71%). ), residents of the south-east region (42%) and owners of a vehicle (80%).
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Source: Terra
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