Citroën DS3 - Women’s World Car of the Year 2011

Given the rise and rise of female car purchasers world-wide, the female voice is more important than ever. The female demographic is, in fact, the fastest-growing consumer segment in the world and arguably the most influential.

An Australian report published a few years ago looked at the buying patterns of women of big-ticket items and, more importantly, looked at the female influence in the purchase of those big-ticket items. The report concluded, in part, that businesses that failed to take heed of this strong and growing female pocket-book ability and sphere of influence would be hard-pressed to stay in business within the next decade. And the name of that report? “When I’ve Made Up Our Mind”.

While it is openly acknowledged that women make the final decision in the majority of all private car purchases, their influence on corporate sales has been little recognized until recently. In January 2009 in a story in the highly-regarded The Economist, it was suggested women will make the final decision in as much as 85% of all company cars. There is not – nor has there ever been – a car of the year chosen by women of the world until now.

The criteria for choosing the Women’s Car of the Year is simple – judges are asked to vote according to the criteria women utilise when buying a car. Thus safety, value-for-money, aesthetic appearance, storage space, child–friendliness, ease-of-driving, colour, sex appeal and environmental footprint are all categories the judges will be analysing. The winning car may not reach 0–100 km/h in less than so many seconds or have eye–popping Newton metres of torque. But it will be a car that appeals very strongly to women and that, in essence, is what this award is all about. The women of the judging panel are all published and specialist motoring writers. Many have had motor racing experience. They are experts in their chosen field.

Women motoring writers from around the world have determined their choices for the Women’s World Car of the Year for 2011. So close was the voting this year that the supreme award produced a dead heat – the BMW 5 Series and the Citroen DS3. The Women’s World Car of the Year 2011 – Green Car – is the Audi A1 with the Honda CR-Z a close second. “It was so very close between the top contenders and whatever way the voting is viewed, both the BMW 5 Series and the Citroen DS3 could not be separated – and for different reasons – and this, of course, shows the democratic nature of the voting system.”

Chief Judge, Sandy Myhre of New Zealand, said two more judges will be added to the jury list for 2012 – one each from Australia and China. ”These awards are unique worldwide and are gaining recognition. We began with eight original judges in 2009 and have now doubled that, which reflects the importance of a woman’s viewpoint to the motor industry.“