ng: Reports on Leading Edge Engineering from the 1996 NAE Symposium on Frontiers of Enginee http://www.nap.edu/catalog/5576.html Designing Vehicles in Changing Times comprehensive survey ever conducted specifically with women buyers. The study revealed not only what women want in terms of design, products, and services, but it also uncovered womens attitudes--the reasoning behind their The study concluded that product quality is the number one buying con sideration among women. This is no surprise, since women perceive me chanical breakdowns as personal security concerns, whether they are driving alone or with young children. Because of this, it was assumed that women defined"quality"largely as" reliability, primarily because of their fear of breakdowns. But our Pulse Study data also showed that women are just as concerned about paint flaws and body margins. They are critical about instru- ment panel fit and finish and about wiper blades that do not streak or smear. Obviously, details get noticed sac performance is also part of the total package. Power represents both safety and fun to women. They believe increased horsepower will help them pass safely or enter a freeway with more confidence and that better-handling vehicles will improve their ability to avoid accidents. The study also con firmed that women enjoy driving for drivings sake. Womens focus groups have made this point repeatedly: "You dont have to be a man to enjoy quick acceleration or hanging out in the left lane. A vehicles performance and its styling are the overwhelming motivators or men, allowing them more easily to"tradeoff"or forego such other at tributes as ease of entry and package space. Conversely, our Pulse Study proved women see vehicles as a whole. Women tend to be complex as well as practical. Sacrificing one design feature for another lessens their perception of that vehicles overall quality IMPACT ON OTHER CONSUMERS Designing cars and trucks with women in mind will not turn away male customers, nor will it hurt other market segments. In fact, this approach Most always enhances products for all consumers. The lumbar seat support that is now popular in many models originally was designed for the comfort f pregnant women. The Windstar's easy-lift hood, easy-access engine main- tenance points, low step-in height, and exterior door handles are features that reflect gender-based design. While they appeal to women, these features benefit older drivers, shorter drivers, and, not surprisingly, most men. These are changing times. Women are more independent and are making important purchasing decisions. This sea change is very evident in the auto- motive industry. In the United States in 1995, women purchased 4.3 million new vehicles. They now buy almost 50 percent of the cars and one-fourth of all the light trucks sold. That translates into $83 billion in new vehicle sales every year. Copyright National Academy of Sciences. All rights reservedDesigning Vehicles in Changing Times 7 comprehensive survey ever conducted specifically with women buyers. The study revealed not only what women want in terms of design, products, and services, but it also uncovered women’s attitudes—the reasoning behind their choices. The study concluded that product quality is the number one buying con￾sideration among women. This is no surprise, since women perceive me￾chanical breakdowns as personal security concerns, whether they are driving alone or with young children. Because of this, it was assumed that women defined “quality” largely as “reliability,” primarily because of their fear of breakdowns. But our Pulse Study data also showed that women are just as concerned about paint flaws and body margins. They are critical about instru￾ment panel fit and finish and about wiper blades that do not streak or smear. Obviously, details get noticed. Performance is also part of the total package. Power represents both safety and fun to women. They believe increased horsepower will help them pass safely or enter a freeway with more confidence and that better-handling vehicles will improve their ability to avoid accidents. The study also con￾firmed that women enjoy driving for driving’s sake. Women’s focus groups have made this point repeatedly: “You don’t have to be a man to enjoy quick acceleration or hanging out in the left lane.” A vehicle’s performance and its styling are the overwhelming motivators for men, allowing them more easily to “tradeoff” or forego such other at￾tributes as ease of entry and package space. Conversely, our Pulse Study proved women see vehicles as a whole. Women tend to be complex as well as practical. Sacrificing one design feature for another lessens their perception of that vehicle’s overall quality. IMPACT ON OTHER CONSUMERS Designing cars and trucks with women in mind will not turn away male customers, nor will it hurt other market segments. In fact, this approach almost always enhances products for all consumers. The lumbar seat support that is now popular in many models originally was designed for the comfort of pregnant women. The Windstar’s easy-lift hood, easy-access engine main￾tenance points, low step-in height, and exterior door handles are features that reflect gender-based design. While they appeal to women, these features benefit older drivers, shorter drivers, and, not surprisingly, most men. These are changing times. Women are more independent and are making important purchasing decisions. This sea change is very evident in the auto￾motive industry. In the United States in 1995, women purchased 4.3 million new vehicles. They now buy almost 50 percent of the cars and one-fourth of all the light trucks sold. That translates into $83 billion in new vehicle sales every year. Copyright © National Academy of Sciences. All rights reserved. Frontiers of Engineering: Reports on Leading Edge Engineering from the 1996 NAE Symposium on Frontiers of Engineering http://www.nap.edu/catalog/5576.html