Women vs. Men: More women under 30 are leasing luxury cars, BMWs also

Interesting | November 17th, 2010 by 5
BMW scent card

A CNBC report states that more women are under the age of thirty are leasing luxury cars, and among them, BMW stands out with their …

A CNBC report states that more women are under the age of thirty are leasing luxury cars, and among them, BMW stands out with their Joy marketing campaign.

BMW’s Joy campaign is targeting women and it has been very successful, says Kelly McDonald from McDonald Marketing. “Women want to have a great look, not just clothing, a great haircut, makeup, handbag, and the car is just part of their look.

Furthermore, a luxury car, BMW included, is considered an accessory, an expensive one, but much desired.

“The car is part of my look says one young female driver”.
Women vs. Men: More women under 30 are leasing luxury cars, BMWs also

The driver behind these numbers is the increased annual compensation for young professional women and with BMW’s pricing staying competitive against its competitors, the choice becomes easier.

“I believe BMW has done an outstanding job of effectively targeting young women. Their leasing payments are right where they need to be, they have a great product and their ads seem to hit right home with the women. The price matches the right product”, says Kelly McDonald from McDonald Marketing praising BMW’s Joy effort.

The report omits to state what BMW series has the most young women as customers, but our guess towards the 3 Series models.

  • Allan L.

    OK,more than what? men? over 30? Audi? economy cars? buying? last year? 1945? I can’t wait to find out.

    • bob

      I believe the report’s pretty clear that more women under 30 lease luxury cars than men under 30.

  • http://debrecencruise@blog.hu Bence

    Maybe this news on CNBC was as well part of the Joy campaign :)

  • RayS

    It’s about fashion and connectivity. Wait till Facebook and Messaging will appear on the BMW LCD monitor — that is the inevitable future for iConnect, like it or not:)

  • Laszlo

    Geez and we did not know this ? Of course we did. Since bungle created the butt-ugly cars it was the trend. I can also say more gay people buys BMWs now then ever. BMW become the status symbol of the newly rich. Good for them enjoy the cars.
    I will stick with the real BMW’s of the past.

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