There's a common misconception that cars only interest men — and that the secret to success in the automotive industry is therefore to find new and better ways to build vehicles that appeal to them.
But it's time to leave such outdated notions in the rear-view mirror. According to recent surveys by Nissan Motor Company, women directly make or influence two-thirds of car purchases in Japan. This means that, apart from the cars they buy directly for themselves, women and their tastes are driving many of the choices that men make when they buy a vehicle.
These findings should also spark a rethink in the automotive industry itself — an industry that is still definitely a male domain. Most exterior designers are men, and the few women designers to be found are mostly in "color and trim."