||Male New-Car Shoppers Prefer Luxury Automakers While Females Favor Import Brands
When it comes to buying a new car, men and women have different car shopping characteristics according to Kelley Blue Book.
Research from Kelley Blue Book Market Intelligence, based on KBB.com traffic and survey data of more than 13,000 U.S. adults, show men are more likely to consider a vehicle from domestic American manufacturers or European luxury brands, while female new-car shoppers are more likely to consider a vehicle from an import automaker.
Traffic data from KBB.com reveals men are 174 percent more likely to shop for a new Lincoln model compared to women on the site. On the other hand, women are 119 percent more likely to shop for a new Volvo model compared to men.
"Like comparing apples to oranges, men and women have different factors of importance when choosing a vehicle, influencing their brand research based on qualities that matter the most to them," said Diana Duque-Miranda, senior manager for Kelley Blue Book Market Intelligence.
"For instance, older men gravitate toward Lincoln as many of them grew up with the long-standing automaker as an aspirational brand. Conversely, more women are attracted to Volvo than male shoppers, and more likely to consider Asian manufacturers like Honda, Acura and Nissan that are traditionally known for high safety ratings, as KBB.com research shows 76 percent of women look for safety features in their next new-vehicle purchase compared to 61 percent of men."
"Brands with a rich heritage, such as Lincoln, Buick, Cadillac and Mercedes-Benz, tend to draw the attention of older men more than younger men or even women," said Arthur Henry, manager of Kelley Blue Book Market Intelligence. "Brands that promote themselves as being 'rugged' tend to draw the interest of men of all ages, as 28 percent of men are more likely to shop for a new vehicle that have this factor compared to 19 percent of women. For example, GMC attracts those who work in manual labor industries, including construction."
Furthermore, 33 percent of men are more likely to place greater importance on exterior styling compared to 26 percent of women, as significantly more men research the brands that are known for bold styling like Audi and Jaguar.
"Women car shoppers are much more financially conscious than men, as 72 percent of women are more likely to consider affordability in their next purchase compared to 50 percent of men," said Miranda. "Women are more likely to consider a brand known for value compared to men new-car shoppers, which translates to more women shopping Honda, Kia and Mazda for more bang for their buck."
In addition to factors like safety and affordability, 67 percent of women are more likely to consider a fuel-efficient vehicle compared to 48 percent of men. Subsequently, women are more likely to consider fuel-efficient brands like FIAT, Acura, Nissan, Honda, Kia and Mazda compared to men shoppers.
The Top 10 Brands Among Male New-Car Shoppers (Based on the Increased Likelihood of Men to Shop the Brand Compared to Women on KBB.com):
Lincoln -- 174%
Audi -- 147%
Jaguar -- 128%
Scion -- 128%
Cadillac -- 119%
Chrysler -- 106%
Buick -- 96%
Mercedes-Benz -- 37%
Smart -- 37%
GMC -- 30%
The Top 10 Brands Among Female New-Car Shoppers (Based on the Increased Likelihood of Women to Shop the Brand Compared to Men on KBB.com):
Volvo -- 119%
Infiniti -- 97%
Fiat -- 82%
Acura -- 61%
Nissan -- 57%
Mitsubishi -- 46%
Honda -- 37%
Dodge -- 23%
Kia -- 19%
Mazda -- 16%
Data sourced from KBB.com, January 2013-June 2013
(Source: Kelley Blue Book, 08/20/13)