https://sibc.nd.edu/assets/228979/mck_sibc_draft_final_1_.pdf
If this link doesn't work, search for "fall 2016 mckinsey general motors", there should be a PDF from nd.edu domain.
As you can see in later slides, women are one of their topmost focus groups. I am highly skeptical of these forecasts, because it makes a lot of assumptions regarding oil prices, unclear about survey sample pools, etc. Looking back, GM seems to be following this report to the letter, and putting all eggs in the same basket. Maybe these college folks who did the study don't understand the cyclic nature of certain markets.
"Anyone who believes that exponential growth can go on forever in a finite world is either a madman or an economist." ~ Kenneth Boulding