The study found that Buick is well above the industry average of 41.2% for female buyer representation, followed by Mitsubishi with 51.4%, Mini at 51.1%, Lexus with 50.4%, and Infiniti at 49.6%. Mazda and Kia both sold 49% of new vehicles to female buyers.
Toyota was the carmaker that sold the greatest number of new vehicles to female buyers in 2022, with 606,985 vehicles sold, representing 43.3% of its total US sales. Honda followed with 363,799 units, Chevrolet with 340,999 units, Ford with 313,477 units, and Hyundai with 294,380 vehicles sold to female buyers.
On the other hand, Ram was the least popular car brand among female buyers, with just 17% of its buyers being women. GMC followed with 28.7%, Ford with 31.1%, Tesla with 33.1%, and Dodge with 33.9%.
Marc Bland, chief diversity officer for S&P Global Mobility, explained the reasons behind Buick’s popularity among women. He said that GM has a Women’s Retail Network with female dealer principals and department managers. Additionally, GM’s CEO, Mary Barra, is popular among buyers and has made safety a priority at the carmaker, which has resonated with female customers. Buick’s range consists solely of compact and midsize SUVs.
Highest female buyer representation
| Car brand | Female buyer representation |
|---|---|
| Buick | 55.0% |
| Mitsubishi | 51.4% |
| Mini | 51.1% |
| Lexus | 50.4% |
| Infiniti | 49.6% |
| Mazda | 49.0% |
| Kia | 49.0% |
| Industry average | 41.20% |
Lowest female buyer representation
| Car brand | Female buyer representation |
|---|---|
| Ram | 17.0% |
| GMC | 28.7% |
| Ford | 31.1% |
| Tesla | 33.1% |
| Dodge | 33.9% |
Highest volume of registrations among women
| Car brand | Volume | Women % of total |
|---|---|---|
| Toyota | 606,985 | 43.0% |
| Honda | 363,799 | 48.0% |
| Chevrolet | 340,999 | 35.0% |
| Ford | 313,477 | 31.0% |
| Hyundai | 294,380 | 48.0% |
Source: Carscoops