Holden embraces women with the Spark
Written by Jessica Allen: 13-March-2016
The funky new 2016 Holden Spark
It’s no secret that the automotive industry is a boys club, but with the launch of the latest Holden Spark, it seems the industry finally understands the role that women play in purchasing a new car.
Holden flew us down to Melbourne last week to take a sneaky peak at the Spark - a very female-friendly little car (stay tuned for our review) that will go on sale from April retailing for under $14,000. Nice price.
Within this launch, it's refreshing to see the automotive industry finally catch up with women. Audi Centre Sydney is another car brand that seem to understand the importance of women in this male dominated industry. The dealership, owned by Audi, are shifting their focus to hosting a variety of women’s start-ups and events. These events will run over April and Audi are inviting female driven business ventures and workshops into their showroom as a female friendly venue. This approach helps to make women more comfortable in a dealership environment and supports local women in their business ventures.
Holden are taking a similar approach to this too. Apart from the brilliant marketing tactic in aiming this latest vehicle campaign at real women and not patronising them with a ‘shoe compartment’ they have also taken steps in the right direction to take the intimidation factor out of the dealership experience through pop-up stores in major cities and the test drives coming to you. With 87% of women admitting to feeling misunderstood at car dealerships, this could not be a better move.
AutoChic is all too familiar with how the automotive industry can treat women as a niche market rather than the dominate car buyers today. It’s no secret that men love cars, but they’re not the ones who are buying them and women’s wants and needs are not the same as men’s. Women are more likely to research online rather than going into an intimidating dealership and Holden and Audi Centre Sydney have heard this and are trying to remove this stigma in a creative and fun way.
So what do women want? We want customisation, a no-brainer as every woman wants that designer handbag but want their one to be unique to everyone else’s. To that end, this is something the Spark offers, allowing you to customise your interior, your mirrors or your grill.
We want safety too, something that Holden is known for. Most importantly, we want to be heard and feel valued; for too long women have been fighting an uphill battle of equality and now’s the time for change. This is just a baby step in the right direction, but it’s a step at least.
As amazing as it is that car companies are finally catching up, there’s still a long way to go. Many competitors still haven’t caught up and right now, AutoChic seems to be the only site of its kind in Australia.
It’s refreshing to see two of the biggest automotive companies in Australia taking a different approach and we really hope it works for them so others will follow. The sooner the industry catches up, the faster the sales for these companies will grow.