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Should your dealership go after women…when marketing and advertising?

So here’s a question: do you ever see the day where your dealership will market and advertise just to women? Recently, we told you about a Bloomberg story that said single women are shifting the gender demographics when it comes to vehicle sales. In fact, this stat jumped out at us: from 2010 to 2015, mainstream small SUV sales to women rose 34% compared to a 22% rise for men.

But in that same period, premium small SUVs saw 177% in sales to women. Evidently, Mercedes Benz is reading the same stats because the company believes to be the top choice among premium car brands for women by 2020, they need to have at least 30 percent of its customers world-wide be women…according to Auto News.

The emphasis on women is being made because CEO Dieter Zetsche believes they are the world’s “fastest-growing and most influential group of customers.” Citing consulting firm (Frost and Sullivan), Auto News reports that women influence 80 percent of new car purchases, either by buying a vehicle themselves or having veto power over their partner’s choice.

Mercedes Benz is hoping their new initiative “She’s Mercedes” will payoff. The automaker says “She’s Mercedes” will address women…and make women more familiar with the brand and help Mercedes learn more about women’s mobility needs.

Anna Delvillar
Anna Delvillar
Anna is the editorial and programming coordinator at CBT News. She graduated with a B.A. in English Composition from Georgia State University. She is an enthusiastic and skilled media professional with high-caliber communication skills, and has five years of experience performing multimedia writing, editing, and publishing for automotive, tech, and small business media.

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