If you follow the headlines, you have probably read the news that Tesla isn’t appealing to women drivers. From USA Today’s report entitled, “Why Tesla ‘has a problem appealing to women,’” to statistics that show owners of the Tesla Model X consist of only 29 percent women and 71 percent men, the overall assumption is that Tesla’s vehicles are primarily marketed for male drivers.
Contrary to the headlines, however, Tesla’s cars are quickly becoming an attractive option for women as they venture into the world of electric vehicles, or EVs. Despite Tesla being named the fastest-growing automobile brand worldwide, with a growth rate of over 157 percent in 2024, the question remains; Why are women an underserved market for the company’s vehicles?
“I don’t think women are underserved at all,” says Jude Everett, an automotive PR professional, dedicated Tesla owner, and President of Drivyn — a technology education company helping Tesla owners get the most out of their new EV. “You must remember that Tesla does no marketing, and they don’t have a PR department. Women have never had Tesla’s advertising aimed at them. While women may not have been the largest group of early adopters, they have now certainly come in strong.”
What Women Want
Source: insideevs.com
According to automobile industry statistics, women primarily look for value, safety, four doors, and positive reviews when buying a new car. Men, in contrast, generally make purchasing decisions based on a vehicle’s power and speed. Despite some apprehensions about self-driving vehicles, the Tesla Model Y has achieved the highest possible IIHS safety rating, and the Tesla Model S and Model X have both received 5-star safety ratings.
“I think people read too often about Tesla’s EVs being in accidents. My best friend says that all she reads are stories about Tesla accidents. There will be a story of a Tesla driver who runs into a tree, but if it were a Chevy driver, they wouldn’t mention the make of the car. People forget that every day, billions of miles are driven by Tesla vehicles that are completely safe, whether they’re driving them on their own or using full self-driving function.”
Another feature that is important for women is finding an eco-friendly vehicle. “The early adopters of Tesla were people who were interested in the green movement,” explains Everett, “and we know that women overall are more interested in living eco-friendly lifestyles.”
Maintenance is another issue that is key for women when buying a car. “There is so little maintenance with the Tesla; it’s astounding. You have to get your tires rotated once in a while, put in windshield washer fluid and that’s it. I don’t have to check my oil or brake fluid or worry about a mechanic trying to scam me out of unnecessary repair costs.”
Not only this, but when periodic maintenance or repair is required, Tesla comes to you. “They have service vans that will come to you, schedule an appointment, and come to your home or office. I live five hours from a service center, so if I need anything, they will come to my house or my work and do the work right there.”
Many women will agree that when they step onto the dealership showroom to shop for a car, they are often subjected to “mansplaining” and being treated or talked to condescendingly. The underlying presumption is that women know nothing about cars, although this couldn’t be further from the truth. In fact, women are gaining prominence in the automobile niche, with female consumers emerging as one of the fastest-growing demographics. Cars are now regarded as the second major purchase a woman makes after buying a home.
Making the Tesla Transition
Source: autorepublika.com
While the benefits of owning a Tesla are numerous, no new vehicle purchase is without its share of obstacles. This is especially true for Tesla’s EV product line, as many of the features included with their EVs are brand new to drivers used to operating gas-powered cars. Everett is the first to admit that she wasn’t a fan when her husband made the Tesla choice.
“I didn’t even want a Tesla,” she says. “When my car lease was up, my husband said, ‘we’re getting a Tesla.’ I wouldn’t say I liked it initially, and I didn’t understand how to drive it. After a year, I wanted to learn and taught myself. Now, I love it, and I don’t like driving a regular car because the Tesla takes so much of the minutiae of driving off your hands. My husband was dead set on a Tesla, and I have to say, he was right on.”
Everett grew to be such a huge fan of the car that she and her husband founded Drivyn in order to create training programs for future, new, and existing Tesla and EV owners.
“By the way,” Everett continues, “I’m a perfect example of our client base because I was so uncomfortable with using the touch screen. It was very daunting to me. When we got our Tesla, I would have signed up so fast if there had been classes to help me learn more about using it. I’m happy to admit that I needed help, and not afraid to say I found it intimidating at first.”
Tesla Empowering Women
Source: strategyzer.com
Tesla Boss Babes. Tesla Divas. Tesla Joy. These are all support entities for women who own Teslas.
“They come from every walk of life,” Everett remarks. “Everybody loves their Tesla. Sometimes, women feel that when they ask a man a question, they get ‘mansplained.’ These Tesla groups for women are inclusive places where women can go to find information and other women who share the same love for their Teslas. It’s empowering for women to find other Tesla owners and have a true community to bond in.”
As Everett mentions, she quickly overcame her initial feelings of intimidation and became a committed, passionate Tesla fan.
“I’ve had my Tesla for three and a half years — four years in October. I wouldn’t ever go back to a regular car. It’s rather taxing to drive it after getting used to a Tesla, which does all the work for you. Tesla’s engineers have to be one of the most intelligent groups of people on the planet. The strategy of how they think like a driver and incorporate that into what the car can do is nothing short of stunning.”
As for the advice Everett would give to a woman shopping for a new vehicle, she states: “You must get in there, drive it, and learn about it to find out this vehicle is beyond incredible. I don’t think anybody can beat Tesla’s quality, its artificial intelligence, or its responsiveness. It’s just an amazing vehicle all around. Once you drive it, you’ll understand what it’s about, and I guarantee that you’ll love it.”
Source: autonews.com
Judith Everett started her career in automotive PR, placing General Motors cars and trucks in movies and television productions. She worked on accounts, including a partnership with Universal Studios and Clint Eastwood’s Malpaso Productions. Judith then transitioned to becoming a literary agent, representing writers, directors and producers, becoming the Vice President of a Hollywood literary agency. Along with her husband, she founded Drivyn and is the President of the company.
Drivyn’s mission is to provide the best possible training for future, new and existing Tesla and EV owners, enhancing their experience and safety with Tesla’s technologically advanced vehicles. Their performance goal is to provide world-class training for the ultimate High-Performance driving and racing experience. Drivyn Performance DAO’s Mission is to develop the first world-class, carbon-neutral Racetrack, a Raceway Club, an Advanced Simulator for Electric Vehicles, and a Racing Metaverse.
