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.
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.