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What do women take into account when buying a car?

Women account for an increasingly significant number of car owners, and automobile manufacturers should pay attention to the features they are looking for.

Luis Hernández del Arco
Women account for an increasingly significant number of car owners, and automobile manufacturers should pay attention to the features they are looking for.

Women make up a significant and growing percentage of car owners globally, a development that is reflected in the United States. According to a 2021 report by Statista, women accounted for approximately 44% of registered passenger vehicle owners in the United States in 2020. This indicates that women make up a significant portion of car owners in the U.S., and that their presence in the auto market continues to grow.

NOLO has even higher numbers, citing that women buy 54% of the cars in the United States, and influence 84% of all vehicle purchase decisions. This highlights that women should be taken into account by the auto industry when considering the types of cars that are designed, marketed, and sold to consumers.

What do women consider when buying a car?

According to research carried out by South African journalist Charleen Clarke for the insurer 1st for Women, safety is the most important characteristic for a woman when buying a car.

Other research reveals that functionality, performance and space rank highly among women’s purchasing decision priorities.

Safety first

Tina Vujanović, an automotive journalist from Serbia, found that other aspects are important when choosing one model over another. According to a survey of 14,000 female motorists, safety and driving position (the higher the better) are extremely important.

Meanwhile, Mebi Nguyễn, a journalist from Vietnam, agrees that the purchase of a car is determined by its safety equipment. Unlike men, female drivers want solutions and devices that help minimize risks, such as a rear view camera, blind spot monitors, and stability control.

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But in addition to safety, Elana Scherr, an automotive journalist from the United States, has found that what women are looking for in a car is low gasoline consumption, as well as an attractive exterior and interior design.

For Kurcz Erzsébet Magyarország, a journalist from Hungary, the purchase decision is based on multiple factors, such as handling, performance, drivability and reliability. Broadly speaking, safety, power, design and low consumption are paramount.

Women buy a car rationally

The decision for a woman to buy a car is very rational. Contrary to stereotypes, women drivers are increasingly better informed, and they always have a lot of information at hand to decide according to the features they really want in a car.

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The personal and professional needs of female consumers are also important. Women want solutions that make their day-to-day life easier and, of course, not all of them have the exact same requirements. For example, those who must commute daily to go to work prioritize comfort, agility and low gas consumption. For their part, those who are mothers look for space that would accommodate their children and all their belongings.