It's no myth. Guys don't want to ask for directions.
Lincoln Mercury plans to tout the global positioning navigation system on the 2006 Lincoln Zephyr, which arrives in showrooms this fall. To help develop a marketing campaign for the new mid-sized sedan, Lincoln Mercury surveyed vehicle owners about their driving and navigation habits.
According to the survey, more than three of five women surveyed - 61 percent - say they would stop and ask for directions once they determined they were lost. That compares with 42 percent of men in the poll.
About one-quarter of the men surveyed said they would have to be lost for 30 minutes or more before they would seek help.
Three-fifths of the survey respondents of both sexes said they would prefer a global positioning system to any other source of directions.
Harris Interactive, a survey research firm in Rochester, N.Y., conducted the online poll for Lincoln Mercury last month.
The scientific survey included responses from 310 men and 270 women who own vehicles. Its margin of error is plus or minus 4 percentage points.
Andrea Bowes Chowanic, navigation product planner for Ford Motor Co., says survey respondents identified a navigation system as the premium feature they would want most in a vehicle. That list of 14 features also included heated seats and moon roofs, she says.
Lincoln Mercury spokeswoman Sara Tatchio says the Zephyr's marketing launch will reflect the survey results. It will emphasize the car's technology, including its global positioning system, she says.
"Our customers are very motivated by these technologies," Tatchio says.
Lincoln designed the Zephyr's global positioning navigation system to minimize driver distraction, Bowes Chowanic says. A driver can find a destination without wading through several on-screen menus, she says.
The system's verbal prompts will name specific streets rather than directing a driver to "turn right here," she says.
A woman's voice will deliver those cues. Lincoln's research shows that both men and women respond better to a woman's voice, Bowes Chowanic says.
Lincoln Mercury expects the market for the Zephyr to divide evenly along gender lines, Tatchio says.
Ford Motor looks to the Zephyr to reignite interest in the Lincoln brand.
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