Renault presented its new citadine ZOE to the public at the Paris Motor Show. Newest member of the Z.E range, which has to date three other electric vehicles, including its famous Twizy, has as ambassadors David and Cathy Guetta. Renault ZOE will be marketed late in 2012.
ZOE: a green car
This 5 seats citadine, 100% electric, is designed for daily use (given that 71% * of women use their car every day) with an ecological dimension. Because it is very quiet and emits no carbon emissions.
Its design was very neat and clean to please women. According to Renault the design of the car makes you think of an endearing pet, when you look at ZOE it feels as if she is smiling.
1st sectoral Institute Barometer TrendyBuzz / Womenology / Aufeminin
Contrary to popular belief, women are interested in cars. This is what is revealed by the barometer « What women say » published by TrendyBuzz / Womenology / Aufeminin Institute on the automotive sector.
The TrendyBuzz Institute has collected during the month of January 2013, all the publications and conversations associated with 27 automotive brands in a corpus of 195 sources, representative of the female web. The barometer « What women say, » establishes the top 10 of car brands that generated the most visibility on the female web.
For many years now, automakers have been trying to attract women; they do this by expanding their product offers and developing their designs, those range between rounded design, colour variations, sales of electric cars and many more. In order to decrypt the special relationship women have with this traditionally male sector, Yoann Demoli, PhD in Sociology, specialist in automotive offers closer look. (1)
Do women and men have the same look on cars?
When we asked if they enjoy driving, women respond twice as often as men that they do not like to drive. If getting older makes men less likely to enjoy getting behind the wheel, it does not seem like a decisive factor for women: their dislike of driving seems independent from the age, however, men and women mostly say that they love to drive (75%).
Men and women have different uses of cars. Looking at the indicator of the distance travelled by each gender, we see that men drive about 20% more than women on average. Such differences are found between all individuals, even if their course or their demographics characteristics are very different.
Given the very different qualities of men and women’s car fleet, I think that men and women differently weigh what they can expect from a car (comfort object, subject of achievement, aesthetic object or utility object).
In March 2013, the Renault Clio launched its famous slogan « Va Va Voom » across the Channel to attract English-speaking people who like the French romanticism. Through a commercial filmed with a « hidden camera », Renault trapped his feminine and masculine clients and exposed them to all the clichés of the Parisian charm.
« Moulin Rouge », « Voulez-vous couchez avec moi », « Je t’aime », « Eiffel Tower », just ask a few English what their favorite French words are and you can get an idea of one of the main pictures of France abroad: the country of eroticism and romance.
« Va va voom », the Clio’s charm
This « French touch » is the selling point of the Clio across the Channel. “Va va voom” has
been the slogan of the brand for a few years and Renault proudly uses this expression in its advertising. “Va va voom” is said about something exhilarating, erotic and exciting. In the 2011 campaign, Thiery Henry compared it with the French “Wow”, and Vita Dita Von Teese described it with all her sensuality: « Va Va Voom expresses passion or sexual desire for something. Maybe it is not sexual, but it makes you feel like that when you see it. You want it and you cannot even explain this desire.
By November 2013, the BMW i brand dedicated to sustainable development of the German manufacturer, must formalize the launch of these two electric models: the coupe concept i3 and i8 concept spyder. These cars promise to combine innovation, environmental sensitivity and hedonism.
BMW: an eco-responsible company
BMW has been working for years to improve automotive technology. The first electric attempt of the brand was in 1972. Aware of the many changes in our planet, such as global warming, depletion of natural resources and urbanization, the BMW Group is working on its social responsibility. For this reason the BMW i brand was conceived with the perspective of creating new innovative and inspiring cars. (1)
Tags : automobiles, bmw i, cars, driving, electric, environment, men, sustainable development, technology, women, workplace
Renault-OMD-Publicis Conseil interview
Laure Grégoire-Braems, Marketing Strategy supervisor, Renault
Cyril Forget, Media Analyst for Communicatons Director of models & brands at Renault
Sophie Benkemoun and Hélène Duvoux-Mauguet, strategic planners at Publicis Conseil
Maria de Saint Roman, Strategic Director at OMD
Elisabeth Tran, Insight Director at OMD
Stéphanie Duhamel, international advertising sales director and Carole Barkatz, marketing strategy director at aufeminin.com
20th December 2011
Agence L / Womenology
What percentage of your consumers and shoppers are female?
Renault – OMD – Publicis Conseil
In the studies that we have available to us and that are based on the main driver of the car (i.e. the registered keeper of the vehicle), 1/3 of new car buyers are women. In the small car segments (Twingo, Clio, etc.), this reaches 50%.
But these studies tend to underestimate the weight of women as secondary drivers (i.e. not the registered keeper of the vehicle), such as mothers, for example.
A new jewel dedicated to women: the Twingo Mauboussin.
Mauboussin has once again broken the codes of the jewellery world by partnering up with the world famous car manufacturer.
On Valentine’s Day 2012, Renault released a special edition of their essential Twingo. The initiative is part of a new marketing approach that targets women by using co-branding. It should be noted that this special series Twingo is not the first for women. Indeed, in November 2010, Renault released the limited edition Miss Sixty.
Womenology and Agence L, a communications agency specialising in the female market have teamed up to lead a study on “Male/Female differences: from the perception of advertising messages to purchasing behaviour”.
As part of this study, Agence L and Womenology interviewed managers from major brands from all sectors (automotive, banking, convenience goods, beauty, telecommunications, etc.) in order to gather together the insights and business practices of each of these brands:
– What impact does the evolution of women’s position in society have on the brand’s business?
– Has the brand identified perceptual differences between men and women in relation to their communication messages?
– Does the brand take into account the differences between men and women in terms of their purchasing behaviour?
Read on for the first interview led by Marie-Estelle Wittersheim from Agence L and Benjamin Smadja from the aufeminin.com Group.
Interview n°1: Gilles Quetel, Advertising and Events Manager at TOYOTA FRANCE
6th October 2011
Agence L / Womenology
Have you noticed, over the last few years, a change in women’s involvement when it comes to decision-making for new car purchases?
Toyota is quite a masculine brand which established itself in France with 4x4s, and at the time 4x4s were very masculine. So over time we’ve brought out other more feminine models. Today, 42% of Toyota’s customers are women.
And little by little we’re also starting to have women in the sales network. They’re still the minority, but we know that our customers appreciate being listened to, informed and served by a saleswoman.
Aufeminin.com, in partnership with Auto Plus, produced a study about European women’s likes and dislikes in terms of cars. The results: plenty of differences between the different countries studied.
On the Mediterranean side, more Italian and Spanish women prefer buying new cars while in Germany and France, women prefer used cars. Women in all countries were highly involved in purchasing decisions, with only a small minority of women answering that their opinions were not taken into account.
The internet is by far the most used source of information, though word of mouth is also decently high, being taken into account in 40% of decisions . In terms of purchasing criteria, German women were more likely to take into account price as a main factor, while in other countries design was seen as more important. To read more about the results of the study, head over to the blog.