Hyundai and Kia are recognizing the increased buying power of women.
In Korea, Hyundai Motor’s new product lines have benefited from sales in the new power group. Females account for some 30 percent of Hyundai’s customers for its newly launched Sonata sedan, higher than Hyundai’s overall average of 23.8 percent.
In fact, Hyundai recently began marketing Sonata N20 Elegance, a special model for women. The edition allows female drivers of a relatively short height to adjust the distance from the driving seat to the pedals. Other features include a telescopic steering wheel, a back warning system (BWS) and sliding console box.
Moreover, Hyundai’s small SUV Tucson, which has been on the market in Korea since March 2004, has seen a 22.7-percent female customer ratio.
Kia Motors has also benefited from the increased sales by the women buyers. Kia Motors recently re-introduced its entry-level SUV Sportage and seen the impact of the female consumer group. For example, female buyers of Sportage vehicles, as of September 9th, had purchased 27.4 percent, significantly larger than the 17.8 percent for SUVs produced by Hyundai Motor such as Santa Fe, Tucson and Terracan.
Kia officials cite that in an effort to attract women buyers, they have offered bold and primary colors in both the exterior and interior. By doing so, the Kia Sportage differentiates itself from other SUVs that traditionally use achromatic colors.
The Sportage is offered a variety of colors. These include such exterior colors as Hawaiian blue, romantic rose, olive, coffee bean, and golden green.
Don Southerton
Bridging Culture
310-866-3777
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