Women will become the driving force for any expansion in the new car market, according to research commissioned by General Motors.

Collette Dunkley, Vauxhall's UK communications director, said the study suggested a 40 per cent increase in female new car buyers over the next 15 years in Western Europe.

Speaking at the European press launch of the new Vauxhall and Opel three-Door Astra Sports Hatch, she said that Vauxhall was in the process of making significant changes to its future model strategy and selling processes to reflect the changing market conditions.

Kevin Wale, Vauxhall's UK chairman and managing director added: "We must respond to this information and whilst we can provide the right models with the right image for male and female customers we must address the future selling process through our dealerships.

"We are already looking at ways to pilot in a few initial dealership new selling approaches designed to suit female buyers. Men are full of testosterone when they buy new cars and look forward, in most cases, to haggling with dealership sales staff. Women are different; they do not want the 'hard sell'.

"They like to build relationships with the sales staff, think about all their buying options before committing to a purchase. They buy with their brain not with their heart."

Wale added: "The Sport Hatch will particularly appeal to drivers who want expressive design, innovative technology and exciting driving but they will also have a lifestyle that requires an element of practicality."

Vauxhall say the design, styling and model line-up of the new Astra Sports Hatch reflects these changing market conditions. The distinctive new 'coupe' styling coupled with the practicality of a three-door hatchback gives their new model range a 'design with attitude'. Younger drivers dominate these sales attracted by the sports credentials of the product, desirability and image.

The Astra Sports Hatch is the model that Vauxhall VX Racing, based at Greatworth, near Banbury, will use in this year's British Touring Car Championship. Vauxhall won the championship last year for the fourth time. The April 10 on-sale date of the Astra Sport Hatch has been chosen to coincide with the first race of the season.