When choosing a vehicle, women want design options that offer flexibility, allow them to connect to the outside world and offer more storage space. These are some of the key findings from a study conducted by Johnson Controls in the United States and Europe, in response to the recent women-focused trends and market indicators highlighting the increasing buying power of women. The company will utilize the data to inspire and drive industrial design and new product development that meets the evolving needs of women.  “Today’s women are more autonomous than ever before. As their lives evolve, it’s clear that their vehicles need to transform with them,” said Bill Fluharty, vice president, Global Research and Discovery. “The information gained from this study will help provide the insight that is critical for Johnson Controls to continue creating ingenious automotive interiors that meet the changing needs of female consumers.”  Some highlights include:

  • Women are in transition—whether a recent college grad or a retiree, transition resonated throughout the interviews.
  • Women are connected—women of all ages are incredibly connected to technology and depend on the most recent technological advances to feel more connected to their family and friends.
  • Women need more storage—women are creating their own storage areas because their vehicles fail to provide them with adequate space.
  • Women are environmentally conscious—women are looking for ways to be environmentally friendly that are convenient to their lifestyle and sensitive to their budget.