Ask The Best And Brightest: Are Brazilian Women Wearing The Pants?

Marcelo de Vasconcellos
by Marcelo de Vasconcellos

Is good old machismo dying in Brazil? On the eve of Women’s International Day (May 8), women are now held responsible for buying up to 40 percent of brand new cars in Brazil, and are said to influence over 80 percent of purchases. According to well-known Brazilian news site Globo, those are the numbers. But what motivates a woman to buy a car in Brazil?

Fiat’s marketing director, João Batista Claco, said to Globo that women value ergonomics, lots of little niches and space to put away and organize their various knick-knacks. And they definitely don’t want a girly car. So, no pink cars. Eeek, eek, that would be the ultimate turn-off.

At Brazilian car news site Rodao, Volkswagen states that men are more emotional when buying a car. They seek out great design and high performance (good luck finding that in Brazil, the land of quart-sized engines). Also, they don’t mind paying the price. Hopes VW. According to the guys at VW, Women are more rational when choosing and look for things like internal space, practicality (big inside, compact outside, no comments, please) and safety. They also place a lot more emphasis on having creature comforts like air-conditioning and power steering.

Sounds about right, doesn’t it? Most women don’t suffer from penis envy and want a comfortable, even if slow vehicle. They could care less for horsepower. Men want a big engine to impress their pals and a flashy design to get (as they mistakenly believe) the girl. Women want a modicum of comfort and practicality. Getting the guy with a car doesn’t even register on their RADAR. As you probably heard by now, Brazilian women use other techniques to attract the elusive male.

All of this according to allegedly representative studies. In Brazil. But in the real world, does this hold true? And how about other countries? What’s your take, B and B?

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2 of 21 comments
  • Ronman Ronman on May 11, 2010

    well if i were purchasing a car in brazil, i wouldn't be looking for horsepower to wow a girl that doesn't care, I'd want it for the sheer capability of overtaking a long semi with enough time to make it back onto the lane before i get compressed by another vehicle on the opposite lane... my biggest complaint while driving around Brazil was this... the Sandero with it's 16v 1.6L 90hp engine didn't cut the muster... a 2.0 16v with some 140 150 hp would be a minimum requirement

  • R H R H on Jun 03, 2010

    Gosh I can't believe I missed this story.....Of all my brazillian in-laws (I've met about 200 of them) the men still primarily make the car purchase and the women (in general) just don't seem to care too much. Me, married to a Brazillian...well she is getting the next new car & I show her models & she is going to be the decision maker. She does indeed wear the pants. I don't expect a new car to be neededed for another 10+ years, but I expect I'll get to choose mine with her approval. Motorcycles on the other hand...that's all me :-)

  • Art Vandelay I’d grab one of these if I’d spent my working life at GM for sure!
  • Analoggrotto The factory is delayed due to an investigation of a peter puffery ring lead by VoGhost, Tassos, EBFlex a Civic Type-R
  • FreedMike Looking forward to the protests at the factory accusing Toyota of excessive woke-ism. First,, grooming.
  • MrIcky I remember when Gladiators came out and everyone was shocked at how expensive they were. Now all the off road specials have caught up or passed it financially. I like this truck a lot, but I'd still take my Rubicon over this. I'd take this over the Ranger Raptor or Tacoma TRD though. When I found out the increase in track for the new TRD was just wheel offset-I knew they were just phoning it in. Why spend so much R&D on those stupid seats when you could have r&d'd longer arms or a front locker.
  • Alan Hmm, I see a bit of politicking here. What qualifications do you need to run GM or Ford? I'd bet GM or Ford isn't run by experienced people. Anyone at that level in an organisation doesn't need to be a safety whip, you need to have the ability to organise those around you to deliver the required results.