Auto majors see a she-change in SUVs

Women are storming another male bastion . Sports utility vehicles, originally developed as a rugged mens only vehicle, now want to have a lasting affair with the modern woman.

Leading SUV makers like Mahindra & Mahindra, makers of Scorpio, and General Motors, makers of Tavera have already started wooing women customers by adding softer features like smoother gear shifts, suspension, buttons and consoles.

These SUVs have a comfortable step-in height, light weight doors, larger seats and wide sight lines. Their seats are designed to provide ease for women in traditional custumes like a saree or a skirt. Soft exterior colours and colour coated interiors have been done for extra feminine feel.

These features were missing in the early generation SUVs. "M&M has realised that addition of softer features in design and aesthetics could attract a substantial number of women customers," said Vivek Nayer, vice-president, marketing, M&M.

When Scorpio was launched in 2001, there were few women passengers for the vehicle. "Today, 10 per cent of Scorpios sold are registered under a woman's name. About, 30 per cent of the Scorpio drivers could be women," said Nayer.

Although, there would not be a male and female version of a Scorpio, the company is open to customise them as per the needs of a specific woman customer, he said.

M&M has sold 2,788 Scorpio units in May, a 7 per cent growth over 2,598 units in the previous corresponding month. Celebrities including Alisha Chinai, Gul Panang, Lubna Adams and Mandira Bedi drive Scorpio.

P Balendran, vice-president, General Motors, said, "Tavera NEO satisfies needs like lifestyle, status, security and easy handling of today's woman who hold top executive positions in the corporate world.." Latest television advertisements on Scorpio and Tavera, depict powerful and stylish women driving them.

During May, GM had sold 1,625 units of Tavera, which is higher by 30 per cent compared to the previous corresponding month.