Southeast Asian car eCommerce platform, CARSOME, has launched its "Women take the Wheel" initiative to be rolled out in Malaysia, Indonesia and Thailand in light of International Women's Day. The initiative is aimed at showcasing the company's commitment to being more inclusive across all touchpoints in society.
According to data provided by CARSOME, the number of female car buyers has risen by over 308% in 2022 in comparison to 2022. Taking into consideration feedback from its female customers, the Women Take the Wheel initiative was born in order to empower female car buyers with differentiated experience and offerings. One of the feedback responses CARSOME received included the request to be educated and guided especially in the technical and process-related aspects of car buying during early stages.
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Hence, as part of the initiative, CARSOME will be piloting an elevated customer experience in Malaysia for women with 11 customer specialists.
CARSOME group president and chief financial officer, Juliet Zhu said that in addition to providing trust, transparency and choice through its digitised car buying and selling experience, "Women Take the Wheel" is the company's way of supporting women in making informed and confident decisions.
“This is just the beginning, and we are excited to work with our women customers to bring more benefits in the months ahead. It is also indicative of our long-term dedication towards driving a more inclusive environment for more balanced representation in the automotive industry. We hope what we have built today will become a baseline tomorrow to continue advocating for women," she added.
A few Malaysian brands have stepped up in support of International Women's Day. For instance, Digital marketing agency, Lion and Lion rebranded itself Lion and Lioness for the month of March as an ode to International Women’s Day. Lion and Lion’s tagline for the occasion is ‘Roaring for equity’, in conjunction with IWD 2023’s official theme #EmbraceEquity, aims to reinforce the importance of an equitable world where individuals have equal opportunity to thrive.
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