Kelly Dahle remembers leaving her workplace one day at the same time of day as the company’s CEO exited the office doors. When they arrived at her car, the CEO was startled.
“Great car! But why do you need a BMW?” he asked.
Dahle didn’t respond but she could have told her boss to get used to it. Women are buying more luxury vehicles than ever before, thanks to growing earnings, better marketing and a richer mix of products designed to appeal to them.
In the U.S., 41 percent of luxury vehicles sold so far this year were bought by women, up from 37 percent five years ago, according to car shopping site Edmunds.com.
Historically, women were considered the practical car shoppers. They needed family haulers and didn’t want to shell out extra cash for flashy, powerful Mercedes sedans or Porsche sports cars.
But the luxury market has changed....
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