WOMEN DRIVERS

Manila Standard ( November 12, 2005)

It is a given that men love their toys and tools as much as they care about their family jewels.

But it is not just the guys who are naturally drawn to those sleek, smooth-driving sexy things cruising down the highway or those big lumbering 4x4 monsters thundering down the steep offroad paths.

A giant in the manufacture of SUVs, Land Rover, for instance, has experienced a noticeable increase of female customers expressing interest in their brand.

According to Ivy Monette Claveria, branch manager of an Ortigas dealership that sells Jaguar and Land Rover in the Philippines, more and more women are stepping into their showroom and checking their 3-door hardback/softback Freelander.

Priced at around P2.6 m, Freelander is Land Rover’s entry-level SUV merited for its offroad capability, offering drivers the comfortable handling of a sedan, even in rough terrains.

Similarly, Jaguar’s X-Type sedan is a favorite among single career women, who want to graduate from using Japanese cars.

“We’ve noticed that whenever a couple enters our showroom, the women or wives would likely choose the Jaguar over other brands,” beamed Claveria. “We’ve found out that those who prefer Jaguar has a different level of awareness and wants to experience premier exclusivity.”

Claveria also believes that the taste of women in cars is the same with men’s. “Women love the uniqueness of the design, especially Jaguar’s interiors, which is a marriage of tradition and innovation,” related Claveria. “They’re not particular with the engine. They are more concentrated with the exterior, the paint, how the car would look out on the streets, etc.”