Nissan Is To Accelerate Sales In Japan With “Lady First” Dealerships

on January 27, 2015 at 2:21 pm

“Strong women wear pain like stilettos. No matter how much it hurts, all you see is the beauty of it.” — Harriet Morgan

Strong women choose the cars they want, buy them, and then enjoy the drive relentlessly.

A report of the Japanese Ministry of Economy, Trade and Industry revealed that Japanese women alone or jointly with their husbands, make the decisions on seventy-five percent of the major purchases. Therefore, Nissan decided to increase the number of “Lady First” dealerships of up to 300 in the coming fiscal year and 700 by 2018 in order to appeal to female buyers. The Japanese Automaker will also double the number of car saleswomen to 1,400 by 2018. “Some of these outlets will have nursing rooms and play areas for children, and feature stylish and colorful designs to make the car showroom more inviting and welcoming to women,” said Chris Keeffe, Nissan Spokesman.

This decision is based on the success of the first “Lady First” dealerships set up in 2013, and is one of many campaigns targeted to women of Nissan, including the “M’Lady Nissan”, which offers special services to American Female Veterans and their families. According to Nissan’s CEO Carlos Ghosn, the company has plans for some models which will be designed for women only. “Women’s increasing influence on the automotive industry was one of the four major trends shaping the global car business,” said Ghosn. In fact, over the last few months, many strong indicators proved that car companies are now incorporating this trend to develop new vehicles, customized vehicle technologies, and sales solutions just for women. The new segment has been opened, and the challenge is to define what do women really want from their cars.