Report Shows Brand-Loyal Women Have Clear Favorites

An S&P Mobility report shows Buick and Toyota are tops with female buyers, who tend to eschew trucks.

Buick outpaced all others for women among the top 25 U.S. brands in 2022 personal new-vehicle registrations, with a 55% share of brand, the report found. It was trailed by Mitsubishi, Mini, Lexus, Infiniti, Mazda and Kia.

By total volume, though, Toyota outranked all other brands among women, with about 607,000 registrations last year, or 43% of total registrations.

Ram ranked lowest on the list, drawing just 17% of registrations by women, the study found. It’s followed by GMC, with 29%, Ford, with 31%, Tesla, with 33%, and Dodge, with 34%.

S&P Mobility pointed out that Tesla’s Model Y compact sports-utility vehicle – in an overall strong female segment – has a male skew when it comes to registrations.

The study said that women “influence the vast majority of vehicle purchases” and tend to be more consistently brand-loyal than men, so the registration figures are well worth keeping in mind.

Buick’s showing on the list is thanks in part to General Motors’ special focus on female buyers, said S&P Mobility Chief Diversity Officer Marc Bland in a press release on the findings.

“The majority of the OEMs now have a minority dealer organization,” Bland said, “but GM takes it a step further: They have a Women's Retail Network."

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Originally posted on Auto Dealer Today