Forget ‘Essex Girl’, ‘Worcester Women’ and ‘Asda Mums’ the latest election target is ‘Focus Female’ because, allegedly, she drives a Ford Focus, according to recent research by the AA.
With 3 out of 4 female motorists (who are AA members) saying that motoring issues are very or quite important re who they will vote for in the election, this large group of ‘undecideds’ offer a powerful lure for the party that sets out to woo them.
An AA/Populus survey of c15k AA members found that women drivers were more concerned than men about the cost of motoring, drink and drug-driving, and road safety. These were sentiments largely echoed by younger drivers.
According to the AA this is what a Focus Female looks like…
- Juggles work / life – uses car to go to work, gym, take kids to school, visit mum and to go to Waitrose
- Has more concern for road safety – more willing to support tough driver sanctions such as lower drink drive limit
- Listens to BBC Radio 2 and would ring Chris Evans show to say what wheels she is driving
- She will have numerous store loyalty cards in her handbag / glove box
- Ambitious and career minded – keen to progress up the company ladder
- She keeps her car clean and tidy and won’t tolerate smoking inside it
- She drives a Ford Focus and aspires towards a premium sector cabriolet car
- Enjoys an Italian meal with girl friends and will split the bill
Sounds a lot like members of FOXY Lady Drivers Club.
FOXY Steph
