Automotive Blog

What are women automotive buyers buying?




There appears to be a strong connection between women and the Asian OEMs. Based on the chart below, the collective group of Asian OEMs that include Toyota, Lexus, Honda, Acura, Hyundai, KIA, Nissan, Infiniti, Subaru and Mazda dominate the consecutive top selections across all ethnic groups.  African American women are on the low end of Asian brand affinity with their top seven make model selections coming from this group. Whereas, Asian models represent the top 21 consecutive spots for Vietnamese women. 

Women Vehicle Selections by Ethnic Group

For Asian women, if they're not buying Asian then it's all about the European BMW, Mercedes or Volkswagen models as they appear as soon as the 13th choice for Chinese, Indian and Korean women, and as high as the 22nd selection for Vietnamese women.

The domestic brands appear more attractive to African American and Hispanic women who are the only groups to include domestic offerings in their Top 10 volume choices. The top 10 domestic representatives are the Chevrolet Malibu (#8 for African American women) and the Ford F-Series (#10 for Hispanic women) respectively.

The table below identifies the Top 5 vehicles selected by women for each ethnic group, plus the top European and domestic selections for each group. You will quickly notice the Top 5 list is dominated by Toyota, Honda, Nissan and Hyundai respectively. With Hyundai getting the nod via support from the Korean and African American women.

Women's Top 5 Vehicle Selections by Ethnic Group

This blog screams two things at me as follows:

  1. The Asian OEMs have a formula that is working with women from all backgrounds.
  2. There is almost a monopolistic allegiance between the Asian women and the Asian OEMs.

Which begs the following question:

  • Which European or domestic OEMs will be the first to break the Top 10 volume list with just one of the Asian women groups? 

If I was a betting man, I would wager on Ford, Mercedes, BMW or Volkswagen, but the auto industry has been known to surprise. I'd love to hear your thoughts, comments or ideas about this topic.

Posted by Marc Bland, Product Strategist and Multicultural Marketing Lead, Polk (03.31.2011)

About The Author

Marc 'Bland' is a walking-contradiction of his name since he is indeed a lively and interesting individual. He has a sixth sense when it comes to seeing opportunities where others cannot and making things happen. Marc currently serves as Polk's Head of Diversity & Inclusion. He enjoys the people he works with both inside and outside of the company. When he's not being passionate about his customers' needs, he enjoys fishing, classic cars and home improvement projects. Marc's inspiration in life has been his own hard-working parents as well as his wife and four children – three girls and one boy. Another addition to his family is a 5 lb., 18 inch African Bullfrog named "Puff Daddy" that he enjoys feeding. Someday Marc would love to promote national jazz concerts and fix and flip homes.

During his 10+ years at Polk, Marc has worked in several capacities as a Systems Engineer in the Information Technology group, a Project Manager in Product Development/Quality, a Solutions Consultant in Sales, Manager of the Analytical Solutions team and most recently in a dual role of Product Strategist and Multicultural Marketing Lead. Marc's broad knowledge across the Polk organization, combined with his brief but exciting international automotive assignments in Brazil, Japan, Mexico, Thailand and Singapore, have provided him with invaluable insight and perspective on all things automotive. He lives by the motto, "Learn, Apply & Share" and enjoys contributing to Polk's blog.