What women want... in a car

Johnson Controls Inc. conducted a recent study on what women want in car interior design "in response to the recent women-focused trends and market indicators highlighting the increasing buying power of women."

Here is what they concluded:

-- Women are in transition -- whether a recent college graduate or a retiree, transition resonated throughout the interviews. Women's life stages, mind sets and responsibilities are evolving and their vehicles need to transition to address these changes. From the working woman with her mobile office to "mom's taxi service," vehicles need to be customized to offer features and products that meet their expanding roles.

-- Women are connected -- women of all ages are incredibly connected to technology and depend on the most recent technological advances to feel more connected to their family and friends. For women, technology is more than simply gadgetry and electronics -- it offers them the safety, security and convenience they desire.

-- Women need more storage space -- women are creating their own storage areas because their vehicles (across most segments) fail to provide them with adequate space. In addition they would prefer to have reconfigurable storage compartments that truly optimize available space.

-- Women need style -- the study revealed that women long for greater style in their vehicles and miss the excitement of driving more "fun, non-mom" vehicles.

-- Women are environmentally conscious -- women are looking for ways to be environmentally friendly that are convenient to their lifestyle and sensitive to their budget.

-- Women feel good in their car -- the vehicle provides a feeling of safety and security, especially when they are alone in their vehicle. They use their commute as a way to take a break and relax. Women have a lot of personal items in their cars, which provide a feeling of being at home, and they wish to have more possibilities to create their interior to get more of the feeling of being at home.

This sounds like not only what women want in a car, but what women want out of life, out of a partner, our of their job... in general.