Who runs the world? Girls. Who buys the cars? Women. Yes, women. In fact, women buy 62 percent of all new cars sold in the U.S. and influence more than 85 percent of all car purchases.
So, what are women searching for besides inner peace, a bra with straps that don’t slip and how to successfully juggle a career and a personal life? When it comes to cars, here are the specific models female car shoppers are looking at on Cars.com:
1. Honda Civic
2. Honda Accord
4. Ford Escape
7. Ford Focus
8. Toyota Camry
9. Honda CR-V
10. Chevrolet Malibu
How Women Shop
But this wish list isn’t where the car-shopping journey starts for most women. It takes a while to get to this point. In today’s world of Facebook, Instagram, Twitter, Pinterest and Snapchat (this last one I’ve given up trying to figure out), many women are turning to their social networks — both online and offline — for vehicle recommendations, according to Cars.com research. This research was presented at Heels & Wheels, a conference for female automotive journalists and automaker representatives, on May 30 in Santa Monica, Calif.
Having witnessed this in real life, it’s clear that you’ll get as many recommendations as you have friends — and it may just add too many cars to research to your never-ending to-do list.
Women turn to their friends and family for recommendations because they don’t have a specific car in mind when they start car shopping, according to Cars.com research. Instead, they’re looking for a vehicle that will fit their life: They need something for hauling their big dogs or something for traveling safely on snow-packed roads or something that’ll make the carpool lane a little less stressful. Cars.com’s Matchmaker search tool allows you to search for cars by your lifestyle needs.
What Women Want
When car shopping, women embrace their practical side and focus on safety, reliability and comfort. They’re also less brand loyal than male car shoppers, according to J.D. Power research. Take a look at that list of the top shopped models for women — there isn’t a luxury car in the bunch. Female car shoppers want to know “how many grocery bags can I fit in the trunk” and “how easily can I install car seats into the cars I’m considering.” Men have performance and style on their car want list, and panoramic moonroofs, technology and multimedia systems tend to catch their eye, too.
When it comes time to visit a dealership, women continue to rely on personal recommendations from friends and family as to who they should work with on this important purchase, according to Cars.com research. They also use tools such as consumer reviews to help guide them through the car-buying process.
Shopping for Salespeople
Cars.com has taken consumer reviews to a new level with Salesperson Connect. This tool allows shoppers to learn more about the salespeople at a dealership by reading their profiles, and checking their ratings and reviews from other car shoppers. This allows a shopper — whether male or female — to find a salesperson who’s an expert on performance cars or the latest in towing tech, or the fine details of whatever kind of car that you’re considering.
More From Cars.com:
- 7 Great Used SUVs for Small Families
- How We Went From a Safari to an Expedition: Our Car-Shopping Journey
- Family Car News
- Car Seat Checks
Men and women differ in what they’re looking for in their salesperson. Men, who are less likely to trust a salesperson, are more interested in their personal attributes as a way of building a bond with them. Women tend to be less skeptical of salespeople and instead value a salesperson’s experience and expertise.
While women and men approach car shopping differently, the end result is the same: driving off the dealership lot with a car that meets all their needs.
Cars.com’s Editorial department is your source for automotive news and reviews. In line with Cars.com’s long-standing ethics policy, editors and reviewers don’t accept gifts or free trips from automakers. The Editorial department is independent of Cars.com’s advertising, sales and sponsored content departments.