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Buick Brand Enjoys Highest Share Of Female Buyers In The United States

General Motors’ Buick brand has a higher percentage of women buyers in the United States than any other automotive brand, according to a recent study conducted by IHS Markit.

The study found that 56.1 percent of all Buick vehicle buyers are women, followed by Mitsubishi in second at 54 percent. Nissan, Hyundai and Kia were all tied for third at 52 percent, while Lexus was close behind in fourth at 51 percent.

Marc Bland, IHS Markit’s chief diversity officer, told The Detroit Free Press that female buyers are attracted to Buick due to its branding strategy and marketing. The automaker’s recent transition to selling mainly crossovers and SUVs has also helped elevate its image in the eyes of these consumers.

“Buick has been in the top three with women for about a decade, since they reinvented the brand,” Bland said.

Kate Hrabovsky, advertising and media relations officer at Buick, said that women’s buying power with regard to vehicle purchases makes them a valuable demographic within the Buick brand.

“We saw the economic power of females,” Hrabovsky explained. “It’s a very valuable consumer to us, with their earning power and influence. Our latest brand health report showed a 3 percent increase in positive opinion among women.”

Cadillac is the second most popular GM brand among women, accounting for 43.9 percent of its sales. IHS Markit says that like Buick, Cadillac’s focus on crossovers and SUVs makes it popular among certain demographics.

“That has a lot to do with the product offering and the SUVs, the XT4, XT5 and the XT6 with the third row, that can accommodate shopping, groceries and fits the lifestyle,” Bland claims.

Chevy and GMC are much less popular among women, however. The Chevy brand makes just 36 percent of its sales to women buyers, while GMC trails it at 29 percent.

Going forward, GM hopes to continue to foster Buick’s growing female customer base by marketing the brand through media outlets and platforms that are relevant to the demographic. It entered a special partnership with Reese Witherspoon’s Hello Sunshine production company last year, which will see Buick vehicles appear in product placement ads in Hello Sunshine TV and film productions. Buick also offers a dedicated Hello Sunshine book club app in its vehicles to further enhance its appeal and engagement with its women owners.

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Sam loves to write and has a passion for auto racing, karting and performance driving of all types.

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Comments

  1. Encore only! LOL

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  2. It’s fine that women like Buick. Let the majority of men go to Chevy and GMC, the majority of women to Buick and Cadillac. They’re all good sales. GM, keep all of your brands and make them the best that you can.

    P.S. – I think the Buick Envision GX will turn out to be the Chinese Buick “Angke Banner,” as it shows on their buick.com.cn website. It seems to match the U.S. spyshots of the Envision GX very closely.

    I also predict the small EV Buick shown at CES recently will be along the lines of the 2022 Hyundai Ioniq 5 or the upcoming Ford Evos. Buick is trying to be very contemporary in design and purpose. And maybe it will even be called Electra, like the recent concept car.

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  3. Article put it as a blessing, good thing, but imo it might be more of a sign of a problem. As of 2020, women accounted for about 35 percent of car owners so if the company had successful to marketed their car to all genders, all segments , you would expect 35% of buyers as female. To me, this enormous disparity shows that GM has failed to market Buick to the bigger general market and instead focused a niche small group. This will hurt the Buick brand in the long term, people are inclined to stereotype, so get ready to hear from your buddy “Buick is women’s car” “soccer mom brand” “manly man don’t buy buick”.

    If you associate your brand with a subgroup at least choose the bigger one like playing to 65 percent male buyers over female subgroup and make more money. Instead It seems that GM prefers to get woke sympathy votes by putting a statement that brags about overwhelming female buyers; “yeah right, we’re the leftist women empowering brand!”

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    1. The Mustang was marketed for a while towards Women. Is a GT500 a chick car?.

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    2. Slider, do you mean the know-it-alls will finally stop calling Buick “an old man’s car” (which it clearly is not, nothing “old man” about any of its 2021 models) and now they’ll call it a “soccer mom brand,” etc.?

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    3. Slider: So you feel that a huge and growing market of “women” is not good? This isn’t the 80’s any more. Women are certainly a large part of the decision making now and many do the buying on their own. Not sure, but your comment comes across kind of sexist.

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    4. Slider:

      Your logic is flawed at best. Fielding different brands to appeal to a broad variety of people is not a “problem” or a “failing”. And remember, the other 43.9% of Buicks were purchased by Men.

      BTW: Women are not a “Sub Group”. They are a majority of the population. 50.5%.

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    5. Have you been in a Buick showroom lately? I was in one yesterday getting an item cared for on my Wife’s Envision. What a boring bunch of cars. I didn’t see anything that interested me (I drive a Corvette), but still.

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  4. My sister-in-law back in Chicago fits directly in this group. She was the one calling the shots for the car for her and they drove Buick’s for years. Then she went to an Acura, then Infiniti, then BMW, then back to Buick, and then back to Cadillac’s for the past two cars (SRX and now XT5). She just called me asking about the XT6 as she is interested in getting that one next. As for my brother? Normally GMC trucks.

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  5. Cadi XT4 saw female senior driving vehicle. It’s off my list. Waiting for Blackwing SUV which will never come.

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    1. Mick1: Really? So you are telling us that you are really that vain? Guess you will never drive anything from Toyolexus, Hondacura, MB, BMW, GM, Ford, Chrysler, Nissiniti, and on and on. Basically, you will be walking?

      I’ve read some questionable comments on here, but yours may be the winner for just plain silly.

      Reply

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