Traditionally the automotive industry is one that has been dominated by men, and in many ways still is. Automotive executives and staff at retail car dealerships are still predominantly male which studies show is glaringly disproportionate to actual trends when it comes to purchasing or influencing vehicle sales. This isn’t brand-new information and yet automakers and salesman at the dealership level still tend to miss the mark on who’s really influencing purchase decisions. Not only are women purchasing more cars for themselves but according to Forbes they are influencing 80% of car-buying decisions. Don’t believe it? Well, the logic is pretty sound.
Car Makers Pay More Attention To Women
While men believe they hold the upper-hand it’s actually women who make 60% of all new car purchases and ultimately drive the majority of car-buying decisions. When it comes choosing the right new or used car dealership and the right vehicle women have displayed a superior pragmatism. They are less likely to associate themselves with a particular brand or model but instead focus on the value and features of the car itself. They also give preference to important elements like design, safety, reliability, spaciousness, and quality of materials with a focus on smaller vehicles that are easier to maneuver.
Technology advancements are also favored by women with favorite features including park assist, autonomous driving features, in-car entertainment, and advanced mobile integration like Android Auto or Apple Carplay that improve the overall driving experience.
What Else Is Inspiring This Trend?
Sound decision-making is just the tip of the iceberg that has helped women to slowly dominate car-buying over the years. Studies have shown that women are becoming the majority of drivers license holders, they rack up more mileage on car trips, the pay gap is shrinking, and they’re also more influential in the digital world including the most popular social platforms. Not only do women represent the majority of users on the biggest social platforms but they also tend to choose digital channels over traditional media. They spend more time online researching features, reviews, and auto financing options compared to men who tend to focus more on technical specifications.
Despite the wave of influence a study by Frost & Sullivan showed that around 50-70% of their female customers were unsatisfied with their vehicles and 75% of them felt misunderstood by car companies. Some manufacturers have already made strides to repair the disconnect but clearly it’s in everyone’s best interest to improve the car-buying experience for women not just by creating quality cars but also accommodating them better in dealerships around the country.
What was your car-buying experience like? Did you find it enjoyable or did it just leave you frustrated? Inquiring minds want to know!
Have A Happy Healthy, and Remember to Always…Stay Sassy!