Auto shows have traditionally targeted males through sexually suggestive promotional images that also dominate trade floor displays and performances. Because car culture is historically linked with tawdry images of women with cars, auto shows have followed suit, with new model reveals and booth displays accompanied by showgirls, dancers or women who are otherwise there to serve as ornamental gloss to the sleek machine they are helping promote.
This tradition has successfully kept women car buyers largely disinterested in auto shows. According to exclusive Mintel consumer results explored in this report, 11% of female respondents responded that they attended an auto show only to accompany a friend, a response that is almost six times higher than the 2% of male respondents who answered the same.
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