FORGET Mondeo Man, it’s Focus Female who holds the key to 10 Downing Street, according to a survey by the AA.
A new breed of floating voter has been identified by the motoring organisation which surveyed almost 15,000 of its members.
The research found that women drivers were more concerned than men about the cost of motoring, drink and drug-driving, and road safety.
Edmund King, AA president said: “We believe that the 43 million drivers out there could be very influential in the outcome of the general election as most are voters.
“Amongst these motor voters, the floating Focus Females seem to be more undecided and hence more prone to be swung. Political parties should consider what they can do to get these influential voters on board.”
In the run up to next month’s election the AA discovered that Focus Female has overtaken Worcester Women and Asda Mum as key female targets in the election.
There are now 20 million female drivers, just seven per cent fewer than males.
According to the AA/Populus survey, 61 per cent of its women members have yet to decide which political party addresses their clear motoring concerns.
Male AA voters place greater importance on motoring issues as a decider of voting preference, but have much firmer views on which party will tackle them with only 36 per cent yet to make up their minds.
The AA says a typical Focus Female:
- Juggles work /life and uses her car to go to work, the gym, take the children to school, visit her mother and go to the supermarket.
- Has more concern for road safety and is more willing to support tough driver sanctions such as lower drink drive limit.
- Listens to BBC Radio 2.
- Will have numerous store loyalty cards in her handbag /glove box.
- Is ambitious and career minded - keen to progress up the company ladder.
- Keeps her car clean and tidy and won’t tolerate smoking inside it.
- Drives a Ford Focus and aspires towards a premium sector cabriolet car.
- Enjoys an Italian meal with girl friends and will split the bill.