Women hold the key so why does the car industry misunderstand half its customers?

Despite Bertha Benz being the first driver, women remain greatly misunderstood by the car industry. And that is truly bizarre if you consider how influential women are, in both opinion and actual new car spend.

When a new family car is being considered, there's no way that dad is getting his way. It's a sensible negotiation about the families' current and future needs.

In the discussion and decision around new car buying, women often hold the veto, despite a man visiting the dealership to transact – something which perpetuates the stereotype that "men" make all the car buying decisions. In fact, men can merely be the agents of final transaction, with the decision being made at home in a negotiated fashion.