Back in 1992, John Gray published the classic self help book “Men are from Mars, Women are from Venus.” In it, he looked at the psychological differences between men and women to explain the relationship problems that inevitably arise between the sexes. Turns out that the fundamental differences between men and women also impact their behaviour when it comes to buying cars.
And the Results Are. . .
The online automotive search engine iSeeCars has millions of used cars listed on their site. They examined hundreds of thousands of interactions between buyers and sellers to look for discernible differences between what men and women look for when they’re shopping for a car. Their study reveals some interesting facts about the car buying habits of men and women:
- Women like crossovers a lot more than men do. They’re 67% more likely to buy one.
- Women also like wagons, SUV’s, and sedans, and are more likely to buy one than men.
- Men are four times more likely to buy a luxury sports car than women are.
- Men are three times more likely to buy a pickup. Only 13.5% of Chevrolet Silverados are bought by women.
- Men are also more likely to buy a mainstream sports car or a convertible than women are.
- Men and women like minivans and hatchbacks equally (not surprising, because minivans are awesome and are great for hauling kids and building materials).
When men are car shopping, they’re more likely to splurge than save and they tend to buy more expensive vehicles than women. Men are four times more likely than women to buy a vehicle that costs more than $45,000. They’re also twice as likely to buy a vehicle in the $30K to $45K price range than a woman is.
Brand or Country of Origin
Differences in buying habits are also apparent when it comes to maker or country of origin. Men are ten times more likely to buy a Maserati, and five times more likely to buy a Porsche than a women is. 95% of Lamborghinis are bought by men. Men are also 67% more likely to buy a British vehicle which is not surprising since women tend to want reliable and economical vehicles. Men and women are drawn equally to Mercedes Benz and mainstream vehicles made by companies like Toyota, Dodge, Volvo, Jeep and Mitsubishi. Women are much more likely to buy a vehicle made by a Korean manufacturer like Kia or Hyundai, probably because they’re economical, reliable, and have excellent warranties. Brands like Nissan, Kia, Mini, Mitsubishi, Hyundai, and Honda attract the highest percentage of female buyers – almost 50%.
Men like Brand New, or Vintage
Men are more likely to buy either a brand new, or a classic vehicle made before 1999. Women like value and reliability so they’re more likely to buy a newer used vehicle. Women aren’t as interested in driving around in a vintage vehicle as men are.
Women do more research when they’re car shopping. They devote an average of 75 days to the search as opposed to 63 days for men. Maybe that’s related to the fact that when it comes to car shopping, 58% of men are confident that they know what to do while only 38% of women feel the same way. It could also be a reflection of the fact that while 20% of men know exactly what make and model they want at the start of their car shopping process, very few women have their heart set on anything in particular.
The Bottom Line
Men tend to see a vehicle as a status symbol and a reward for their achievements in life. They like trucks and larger cars. Women tend to see a vehicle as a tool – something to get from point A to point B efficiently and safely. They’re attracted to smaller, easy to maneuver vehicles like compacts and midsize sedans and crossovers like the Nissan Rogue. Women like mass market vehicles, preferably from Asian auto makers.
Men are happiest when they feel like they’ve negotiated a great deal. Women get satisfaction from buying a vehicle that has everything they wanted, even if it costs them a bit more money.
Looking for a Great Selection?
No matter if you’re a man or a woman, we have a huge selection of vehicles that will get your motor running. Visit Kelowna Nissan online, or drop by our showroom to see our outstanding selection of new and used vehicles for any budget, or preference.