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Hi All,
As more and more cars come on the road, one of the interesting point has been the increase in the number of women drivers. Not only in Mumbai, i have seen it across other metros like Delhi, Bangalore and Chennai and it's not just the small passenger cars, but even SUVs that have women at the steering (minus the family). Started thinking as to what could be the reason behind this? Sure, affluence, better life styles are all there, but my guess is it's more got to do with freedom. So, even if one takes an upwardly mobile woman professional managing both work and home, it's possible that she's not in complete control in these two environment for a variety of reasons. However, driving a car gives her the complete freedom that she possibly yearns for in her normal life. Inside the vehicle, there's no one to tell her what to do, what not to do and she is free to accelerate or decelerate. Now, if that's the case, wouldn't be an interesting insight for a car maker to focus upon and communicate? In the world of segmentation, slicing the pie and creating a new segment riding on the sensibilities can help car brands break the clutter. Your thoughts on this please...
regards
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Your observation is right. More than affluence, it’s the freedom which permits women to take control of the steering. I drive cars and bikes too. The first time, when I took my bike on the main road, when I was 17, people looked up at me and in a silent way recognised- yes, this girl has graduated and now is confident about taking on the roads. A year later when I took my car out, I attention I got was more visible. A few nosy-Maamis (or aunties in English), dropped in home to enquire if I am comfortable with driving a car. A quick yes from my side and they mumbled something to themselves. “Oh, she can do a man’s job” perhaps is what went through their head.
In a sense I agree with these ladies. I take the car out on the road because it is necessary. But still when I come wheel-to-wheel with another car or bike or even an auto rickshaw driven by a man, there’s this gush of pride running through my blood. As it does, I can hear my heart say, “see I am equal to you”. This pride in me may come down a bit, if people recognise that I drive a car that is modified to suit a woman’s ability. Yes agreed, a little more lady touch can make driving pleasurable, like four-way seat adjustment, adjustable steering telescope and better thigh support. But it could also bring down my sense of equality. Dampen my pride. So I don’t quite take your last part, though auto makers will like it.
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