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