Toyota markets some SUVs toward women
"According to Steven Sturm, Toyota's vice-president of marketing, more women have been buying all types of trucks. While pickup trucks are still marketed toward men, Toyota markets some SUVs toward women because the vehicles appeal to them. They include the RAV4 and Highlander."
http://4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_2.htm