The Honda Fit: What do Women Really Want in a Car?

Late last year, Honda announced the arrival of its new Honda Fit model, which the company claims was designed for a certain sector of its clientele: women. The company stated that it simply listened to what its female customers were saying, and make specific changes to the model in order to please women.

Some call it sexist, some call it backwards, while others think it is condescending or even offensive. On the business side of things, however, many believe it was a fantastic marketing decision.

What’s so Great About the Honda Fit?

In one word, the newest model of the Honda Fit is cute, and the company states that it addresses many of the concerns female drivers have with owning a car. The new Honda was designed with a windscreen that blocks 99% of UV rays. In addition, the air conditioning system is “plasma cluster,” meaning it won’t leave drivers suffering from cracked skin. Even the colour has been changed to make the car more “female friendly.” It comes in pink, brown, and white in an effort to compliment women’s taste.

Honda isn’t the first to attempt an all-female car. In the 1950s, Dodge designed a car model known as the Femme for women drivers; this model, however, only remained on the market for a couple of years and was not successful. Later on, Ford attempted the Windstar “Solutions” minivan. The concept was to include a washing machine and a microwave inside the vehicle. What??? Yes, it's true, but it was never more than a fleeting idea.

Unlike other attempts, however, Honda seems to be doing alright for now, at least among Japanese women. Their sales expectations have been higher than anticipated for this 2013 model.

What do Women Really Want?

While there are sure to be a good number of women who consider how their vehicle affects skin care and whether it matches their eye shadow, there are many women today who have other features in mind when shopping for a new car.

• Value- Women, especially stay-at-home moms, feel a responsibility to take care of themselves and their family financially. While they may not bring home the bacon, so to speak, they are in charge of making sure every pound is accounted for. Because of this, one of their main priorities when searching for a new car is finding on that adds value to their lives. They want one at a low cost, but also want a car that will be fuel-efficient.

• Four Doors- Driving a car with two doors isn’t difficult for a woman in college, but once she starts her life, begins to have children, two doors just aren’t enough. It’s for this reason that Porsche has recently made some major strides in their female clientele. Their new Panamera is a four-door coupe, and this appeals to women who lead busy lives and who have to strap in car seats.

• Reliability- Women these days can do anything they set their mind to, but that doesn’t mean they want to. If they are going to purchase a Honda, they want to make sure it is reliable so they aren’t stuck on the side of the road trying to determine which Honda parts stopped working. They want to know their car’s parts are going to get them from point A to point B. For this reason, many will turn to reviews of the car online and in person. They will visit dealerships, discuss issues in forums, and perform as much research as possible before making a decision.

• Safety- While men generally look at horsepower, engine design, and styling when buying a new car, women are interested in safety features. They want side air bags, remote outside mirrors, rear visibility, and front visibility. In addition, they want their car to look and feel safe.

While Honda may have manufactured a model whose car parts are attractive to some women, its colour and skin care concerns don’t top most women’s lists. What about you? What do you look for in a new car?