NEWS: Car ads ignore women as car buyers

Renault produces Europe’s most popular car advertising - but car-makers as a whole are getting the thumbs down from women for their patronising sales language.

Renault produces Europe’s most popular car advertising - but car-makers

as a whole are getting the thumbs down from women for their patronising

sales language.



These are the key verdicts in new reports from magazine publishers with

titles directed both at car enthusiasts in general and women in

particular.



Renault gets top marks in a survey among 470,000 European drivers who

took part in a poll carried out by Britain’s Complete Car magazine and

its 11 sister titles across the Continent.



Best known in the UK for its long-running series of commercials

featuring Papa and Nicole, produced by Publicis, Renault was voted the

most persuasive advertiser in five countries, including the UK.



Volkswagen was the second most influential advertiser among Britons

taking part in the poll, followed by BMW, Ford, Volvo and Rover.



But the picture was significantly different elsewhere in Europe where

Renault was a narrow winner over Mercedes, which polled strongly not

only in its German domestic market but also in Switzerland, Sweden and

the Czech Republic. Fiat, Audi and Volkswagen made up the rest of the

European top-five advertisers.



There is a pat on the back too for Daewoo - Campaign’s Advertiser of the

Year for 1995 - which was voted the UK’s best value-for-money brand as

well as one of the best for customer service. Its advertising is handled

by Duckworth Finn Grubb Waters.



The survey also showed that WCRS’s advertising for BMW scored best with

British men under 30 while Ford’s campaigns through Ogilvy and Mather

have greater appeal to those over 30 and to women.



However, in the second survey, by Conde Nast, the publisher of Vogue,

Vanity Fair and Tatler, car manufacturers are given a caning for

advertising that fails to recognise the growing importance of women as

car buyers.



This is despite the fact that 1.5 million women in the UK bought new

cars during the last year and they accounted for close to half the sales

of new cars sold to individual customers.



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