They may be seen as boys’ toys, but more and more Chinese women are stepping into high-performance luxury cars. According to research firm Nielsen, one quarter of luxury car owners in China last year were female. And dealers are going out of their way to win their business.
According to the latest Hurun report, one in three Chinese millionaires are women. And increasingly, they’re driving China’s high-end auto sales. In 2011, women accounted for a third of Maserati sales in China, that’s compared to 10 percent in Europe. Women also made up 30 percent of Ferrari’s China sales in 2012 – compared to 10 percent in the United States.
As Chinese women become more affluent, more carmakers are marketing to them. But engaging them in store isn’t easy. According to a recent survey by research firm Group M, Chinese women place a higher value on good service than Chinese men, when it comes to buying a car.
The survey – from consumers across China – found that the test drive was the top priority for men. While service ranked first for women. Dealers are going all-out to woo them.
Read more at CCTV.