Ever heard of an automotive OEM that focuses on the needs and perceptions of female customers? Well, the Japanese OEM, Nissan Motor Corporation is one such company that takes special consideration of the female customers. So much so that Nissan has a special department called Attractive Creation Group for Women, headquartered in Japan and is headed by Ms. Rena Sofue. The key activity of the group is to check out how women across the globe perceive the Nissan brand.
Ms. Sofue was recently in India few months ago to check how the female customers in India perceived Nissan as a brand and what do they expect from their vehicles. The study, according to her has been more than an eye-opener and she reiterates that the company will address these needs articulated by the women in the study. She also added that currently there are about 30 per cent women drivers on an average for the Micra and Nissan wants to increase this substantially in the next five years across its models in India.
According to Ms. Sofue, women in India are attracted to more features that are offered in a vehicle like parking sensors and sound systems, greater comfort and better visibility. They also prefer automatics, a reason why women prefer the Hyundai i10 and the i20 so much. The Attractive Creation Group has also worked extensively across many Asian countries like Korea and China.
Source – BusinessLine
