Friday, September 5, 2014

Is Matthew McConaughey hot enough to convince ladies to buy Lincolns?

With the number of women drivers in the U.S. surpassing the number of men as of 2010, car manufacturers have finally woken up to the fact that women can no longer be ignored.  Not only did they account for 39% of car purchases in 2013, but their behind the scenes influence is even greater.  Estimates are that they make the final decision on more than 60% of purchases, and have impact on anywhere from 85% - 95% of purchases.  But 91% of car salesmen are men, and 74% of women say they are being misunderstood. (Baime, 2014)
So what's a car maker to do?  Lincoln thinks the answer can be found in their decision to hire Matthew McConaughey to be their spokesperson.  The hope is that he will appeal to both the younger end of the target and yes, the females.  (Greenberg, 2014)
The campaign was launched this weekend with commercials on football, and this fall's new shows.  And if you think that college football is an odd place for Lincoln to try to reach women, you should know that 40% of college football fans are now female.  (2013)  And, Lincoln will also be running commercials on the Grammy's and print ads in Woman's Health and Vanity Fair too. 

Clearly they are sincere in their desire to reach women.  Now we'll have to see if they are successful.  Because this sure doesn't feel like a female targeted ad to me.



Baime, A.J. (2014, August 21)  Car Sellers Refine Pitch to Women.  Wall Street Journal.  pD1 & D3

Greenberg, K. (2014, September 4)  McConaughey Behind the Wheel of Lincoln in 5 new ads.  Retrieved September 5, 2014, from

(2013, March 19.)  Passion for College Football Remains Robust.  Retrieved September 5, 2014, from

1 comment:

  1. to be clear, the article says 'younger women' for Lincoln, which means 40 something year old Gen X ers which are younger for Lincoln and in MM wheelhouse as Millennial 's will likely think him to be an old guy. Or to Quote David Wooderson from Dazed and Confused: "That's what I love about these high school girls, man. I get older, they stay the same age."