Build me the car of my dreams

Car market Vehicles should become more and more individual. The car is an object of identification and comparison like no other object. It is carefully selected and furnished," claims the German Trendbüro in its study "Future Market Mobility". In the future, we can expect even more personalization and high-tech from cars. "We meet your dreams," claims Mercedes-Benz, and Daihatsu is also making an effort to fulfill secret wishes: This year, the Japanese company is not only sending a sportier version of the Cuore into the race, but is doubling down with a right-hand drive roadster. With this rather impractical steering system, one goal has definitely been achieved: drivers of this car will not have to complain about a lack of attention and, at a price of 26,000 francs, will also have to dig less deep into their pockets than elsewhere.The car industry is obviously well intentioned to make boys' dreams come true. What about girls' dreams? The industry says that sporty, fast cars are also popular with women. But marketing managers and advertising experts have not yet really discovered female drivers. Unfortunately, it is not possible to determine how many Swiss women actually own a car, as the Federal Road Traffic Office collects its data based on vehicles and not owners. Nevertheless, it is clear that women are also taking their place on the road: Over the last twenty years, the number of women who have a driver's license has risen faster than that of men. In 1980, only 41 percent of women drove a car (compared to 67% men); in 2003, the figure was already 71 percent (89%). While the niche market of tuning and accessories is still dominated by guys and is almost always advertised with bare female breasts, the rest of the automotive market seems to be content with at least not scaring away potential female buyers with the campaigns. However, the idea of tailoring a car entirely to the wishes of women seems all too foreign to the manufacturers. At least for now. Nevertheless, the younger ladies among us can look forward to more exciting campaigns. By 2030 at the latest, when futurologist Matthias Horx predicts that income parity between European men and women will be achieved, the male hood ornament is likely to be established as an incentive to buy.
The key to the dream car in your hand: Mercedes-Benz is targeting women.
Current car advertising: For families and carnivore tamers.
Katrin Piazza