Tuesday, January 10, 2017 11:00 AM


The mastermind behind one of the world's most distinctive SUV brands says gender imbalance is hurting the automotive industry.

Land Rover design director Gerry McGovern, who works on the luxury brand's newest models, said the industry needs more women.

"I think for a long time we've suffered [from] not having enough automotive female designers," he said.

According to EY, women comprise only a quarter of the auto industry workforce. But they influence almost 80% of decisions to buy a car, according to market research firm Frost & Sullivan.

"In a lot of respects it's the women that are making the decisions about the vehicles," McGovern said. "We've got to get their inputs."

He said women have different priorities to men when purchasing cars, which may be underrepresented when cars are designed.

Olivia Walker, principle consultant for Frost & Sullivan, said that interior design was the biggest area of dissatisfaction among female car buyers.

She said her research found most women were unhappy with visibility, entertainment controls and storage space, adding that "it just makes sense" to employ women who understand the behavior of consumers.

That's why McGovern wants more women in the industry. "I'm doing as much as I can to encourage female designers in our business," he ...

News source: http://www.ktvq.com/story/34219261/car-industry-needs-more-female-designers

See also: Lyle Industries