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MarketingVOX: Cars.com has added MotherProof.com, an automotive site geared toward women, to its network of car sites, reports MediaPost.
Mother Proof will continue to operate as a separate website and Cars.com will add it as a featured channel to its site.
According to Cars.com, women purchase 53 percent of all new cars and influence 85 percent of all car sales.
In a similar effort by the transportation industry to reach the "softer" sex, American Airlines launched a woman-targeted lifestyle site in April. The concept triggered overwhelming rejection from female executives who perceived it to be condescending.
The airline responded by changing the microsite's color from lavender to brand-standard blue-and-white.
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