Men and women continue to have different priorities regarding car shopping. Car manufacturers have responded by tailoring advertising and features to each gender. However, there’s also evidence that women are making other choices about the type of cars they buy than men.
1. Women are More Discerning When Buying a Car.
It’s no secret that women are becoming an increasingly influential demographic in the marketplace. What’s interesting in the automotive sector is that women are now the primary or sole decision-makers in 65% of car-buying households. What’s more, they’re more discerning than men when it comes to the actual purchasing process. According to a recent survey, women are more likely than men to take their time when choosing a new vehicle. Women spend, on average, 16 hours more than men at each car-buying decision point. There are a few reasons for this. Women are more likely than men to do online research about the type of car they plan to buy. Women are more likely to seek out a recommendation from someone they trust, such as a family member or friend. Women are also more likely to visit multiple dealerships before making a decision.
2. Women Care More About Safety Features.
Women are three times more likely than men to prioritize safety when shopping for a new vehicle. With a more significant financial stake in the decision, they’re also more likely to consider the safety of a vehicle. Indeed, safety is one of the primary factors when choosing a car. More than half of women say safety is a top consideration when buying a new car. Auto manufacturers have responded to these shifting priorities. Newer cars tend to feature more advanced safety technology, including collision mitigation systems, 360-degree sensors, and improved airbags.
3. Women Care More About Reliability and Longevity.
Another critical difference between how men and women buy cars is the focus on longevity and reliability. Women place a greater emphasis than men on the longevity of a vehicle, with two-thirds of female car buyers saying longevity is a top consideration. Only half of the male car buyers say the same. Automakers have historically built their reputations on reliability, but even here, we’re seeing a split between men and women. Women are more likely than men to prioritize reliability in a car, and they’re also more likely to insist on the extra reassurance of a long-term warranty. While car manufacturers have traditionally built their reputations on reliability, we’re seeing a split between men and women. Women are more likely to prioritize reliability in a car, and they’re also more likely to insist on the extra reassurance of a long-term warranty.
4. Women are Demanding More Technology in Their Vehicles.
Women are also more likely to prioritize advanced technology in a vehicle. Women are more than twice as likely to say that having the latest technology is essential when buying a new car. This is particularly true regarding tech-oriented features that help drive and control the vehicle, such as voice-activation and hands-free technology. However, women also place a greater emphasis than men on safety features that are designed to mitigate accidents, such as blind-spot monitoring and collision warning systems.
5. Women Buy Differently Than Men.
Women make different choices about the type of cars they buy than men. There are a few reasons for this. First, women tend to place a greater emphasis on safety and reliability, while men are more likely to focus on the performance and design of a vehicle. While some of these differences might appear subtle, they significantly impact the types of cars women buy more than men. Women are more likely to prioritize SUVs, hybrids, and crossovers. They’re also more likely to buy smaller, more fuel-efficient vehicles, often classified as “compact cars.”
Conclusion
Women are becoming a powerful force in the car market, with different priorities and buying habits than men. This means that automotive manufacturers are changing their products, tailoring them to women, who are now the primary decision-makers in most car-buying households. That said, the differences between men and women buyers are not as significant as they once were. In recent years, the gap between genders has narrowed significantly. Men are more likely to be safety-conscious, while women are more interested in vehicle design.