Keep in mind that in Japan the pocket book is almost always tightly control by the wife. A man going to a show room might be able to look around, but without the wife's permission, he isn't getting a new car. (I do mean permission) So, since the women control the pocket book, marketing directly to them is smart.
The same is not true in America or Australia, so marketing to women, who may or may not have the ability to buy without their husband being involved is not as fruitful. I don't mean to sound sexist, I'm meaning that many American families collectively decide the budget or the man is the primary budget controller. It is very rare in America that the woman would tightly control the budget with the man getting an allowance.
I don't mean to exclude single women, but that would be a much smaller segment of the overall market.
