Women 'driving' to power

‘Women make bad drivers’. This myth is slowly changing as India sees more and more female drivers and that too not driving ordinary sedans but luxury cars.

Several carmakers are targeting women car buyers with a new range of products and services. In 2011, Mercedes Benz said only 5% of their buyers were women but after the launch of their A class this May, there are a lot more female buyers typically between 25-35 years old. Even BMW’s X range of SUVs are getting a lot of ‘female attention.’ Meanwhile, companies like Lamborghini and Audi are interacting with their target audience with events like Track Experience, Audi Women’s Power Drive and more.

These independent, female drivers are not spread across the metros of the country but also in II and III Tier cities of India. Indian women today are no longer just homemakers, they are educated, career oriented, independent and self-reliant. And they seem to be reiterating their freedom and power through big, luxurious cars. Just like the way men do….