Indian moms driving up SUV sales

In the United States, they've been dubbed the 'soccer moms'; in China they are the 'tiger moms'. In India, you could call them — mothers ferrying their kids and groceries in rugged sports utility vehicles (SUVs) — the 'M Class maas.' And they're doing their bit to contribute to double-digit growth in this segment even as sales in the overall passenger vehicle market remain sluggish.

"The trend is catching on and more women - many of them mothers - are opting to drive SUVs as they become easier to manoeuvre and steer," says Sandeep Singh, deputy managing director, Toyota Kirloskar. Along with Toyota, Mahindra & Mahindra, BMW, Audi and Mercedes are some carmakers that are seeing an increased demand for SUVs from moms. One such mom from Mumbai is 42-year-old Hemal Sawant, who recently traded in her Santro for a flaming red Scorpio. 

The diminutive Sawant, whose husband travels 15-20 days a month, uses the SUV to drop her ninth standard daughter for classes and purchasing groceries on weekends. On the wilder side, she's taken part in the Lavassa Women's drive — a 225 km drive from Mumbai to the hill city — and is now gearing up for the more gruelling Himalayan rally. "It's a mindset that SUVs are heavy vehicles that are difficult for women to manoeuvre. It literally makes me feel on top of the world and gives me a feeling of power," says Sawant.

Sawant represents the growing number of Indian mothers who, automakers hope, will fuel the next spurt of growth for the industry in India. Like Sawant, Kavita Vij (47) has traded her Hyundai Accent mid-size sedan for a Toyota Fortuner. "We do outdoor trips most weekends and need a spacious vehicle for my two kids (a 20-year-old son and 16-year-old daughter) and my dogs," says Vij. SUVs combine safety, elegance with power, and is for people who enjoy driving, she adds.

Betti Goveas, a 54-year-old mom with twin 19-year-old daughters, has her own reasons for driving an Audi Q5. Ample boot space and seat height adjustments are just two of them. Weekend getaways with her daughters and their friends, and grocery shopping are the other factors that persuaded her to get behind the wheel of the Audi Q5.

Sense of Security

Women SUV drivers that ET spoke to say that not only do SUVs give good rear visibility, their sheer size is a source of security and confidence on Indian roads." Drivers give way, move out and keep their distance," says Mumbai-based Payal Mittle with a wink. Mittle, a mother of three, also drives the Audi Q5.

Leena Mogre, who has founded an eponymous chain of fitness centres, recently gave up a Honda Civic to own a Mahindra XUV500. "The all-terrain SUV can survive Mumbai roads," says 49-year-old Mogre, who also uses it to zip out of Mumbai to Nashik and Pune.

Vivek Nayar, senior VP, auto segment, M&M, points out that the DNA of women and men driving SUVs is very different. For women, it's the inward sentiment of keeping the family safe that makes it their vehicle of choice whilst for men, SUVs are symbolic of aggression and style.