38 - Sunday, October §, 1986 - North Shore News WOMEN A MAJOR INFLUENCE Baby auto industry futs THE BABY Boomers are recognized as the ‘‘Spock, Vietnam, Now, Woodstock, and Me’’ Generation. The generation that wanted to remain forever young, is entering middle age. Bom between the years 1946 and 1964, and 76 mil- lion strong, they are often referred to as ‘‘The Pig in the Python’’ by demographers, because this generation distorts and dis- tends everything around it as it rumbles through the stages of life, as quoted in Time magazine (May, 1986). Known for its trendiness, the generation that idealized Madison Avenue is ruefully discovering thai, contrary to the promise of today’s commercialism, they cannot ‘shave it all,’ like their parents did. They have earned the right, though, to exercise the option to choose various lifestyles. HAVE IT ALL Baby Boomers are known for: their isnovative and sometimes entrepreneurial vigor, recognizing success as a subjective condition 5 1ther Mir Auto Center Bae a Mined tian Red awe traced cms tones tank tape lt eee eee: Plceeceticon earch hand hase icant acces than an objective position established by society. “The Baby Boomers en- trance into the 35-44 year age group has clearly in- creased the auto industry’s emphasis on demographics,’’ notes Automotive Industries Editor, T.F. O’Grady. They are in the most rapid phase of career and earnings and, foremost to the auto in- dustry, they buy a large number of automobiles. Thus, the auto industry is catering to the Baby Boomers by examining their nit Tune UARANTEED FOR 4 MONTHS OR 6500 KM (Prices apply to most vehicles) $5.00 OFF on TUESDAYS for SENIORS. WE DO BRAKES TOO! NORTH VANCOUVER 850 Marine Drive 986-0386 likes and dislikes about cars, preferred options, safety features and prices. The in- dustry is carefully consider- ing the preferences of both men and women. SAFETY FEATURES As stated in a random sample of 18-30 year olds by Automotive Industries (November, 1984), ‘‘perhaps a reflection of the trend towards more performance in today’s driving, nearly half those surveyed want a six-cylinder engine; the balance are almost equally divided between fours and V8’s. Following the first place six cyclinder, women clearly prefer the four to the V8, while men are just the opposite.” In particular, a hallmark of this generation is women’s move from the pink ghetto into law, medi- cine and the executive suite. They are exerting a major influence on the automotive industry. PROFESSIONAL WOMEN women who are in professional and managerial positions in higher proportion than ‘Sust-a-job’? women,’’ ac- cording to Magazine: The Newsletter of Advertising. Career women have a me- dian age of 36; 58 per cent have graduated or attended college and, in addition to keeping up with traditional subjects of interest and rear- ing the children, they also “These are s00omers direct re hold major investments and purchase big-ticket items such as automobiles. “They are responsible for one-third of all the cars and trucks sold in the U.S. last year, and there are now more women principal drivers in the U.S. than men,’” as stated in the Automotive News (June, 1986). Women are also brand loyal and car makers are ac- celerating their efforts to cater to this new market. Marketing strategies aimed at women are increasing as a result of industry analysis showing that women may soon account for half of all the new-car purchases in this country. AUTOMOTIVE DESIGN Concern for women con- sumers is creeping into the automotive design, and the model year 1987 will bring further refinement and redefinition. Detroit recognizes the need to understand how women relate to an automobile with an emphasis placed on reliability, durability, price and miles-per-gallon. And, most importantly, women need to be respected by dealerships for . their in- telligence when purchasing an automobile. Both men and women are demanding consumers in the Canadian automotive mar- ket. Items such as safety features, CSI (Customer Satisfaction Index) and elec- tronics must be emphasized. * Complete Mechanical Repairs & Service « Complete Collision Repairs & Painting “All makes & models of cars, trucks & R.V.'s” gw I.C.B.C. Vendor wg All Work Conditionally Guaranteed.