Buick Connects With Women More Than Any Other Brand
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Buick is succeeding in connecting with women customers, per a recent analysis.
According to S and P Global Mobility, a division of S and P Global, Buick was at the head of the list of U.S. automotive brands with the highest female buyer representation, with 55 percent of personal new Buick vehicle registrations belonging to women. Other high-ranking brands included Mitsubishi (51.4 percent), Mini (51.1 percent), Lexus (50.4 percent), Infiniti (49.6 percent), Mazda (49 percent), and Kia (49 percent), with the industry average measured at 41.2 percent.
Buick’s success in connecting with woman buyers is attributed in part to GM efforts like the Women’s Retail Network, while GM CEO Mary Barra’s Speak Up for Safety initiative speaks to women buyers’ focus on safety. Finally, Buick’s product portfolio, which is skewed primarily towards compact and midsize crossovers, seems to resonate strongly with women buyers.
Toyota was at the top of list in terms of total volume of personal vehicles registered to women with 606,985 registrations, or 43.3 percent. Notably, Chevrolet was third in terms of the highest volume of registrations belonging to women at 340,999, or 34.7 percent.
Meanwhile, big truck brands consistently failed to connect with women, with Ram placing lowest on the list at just 17 percent of new personal vehicle registrations belonging to women. GMC (28.7 percent), Ford (31.1 percent), Tesla (33.1 percent), and Dodge (33.9 percent) also placed low on the list.
“The bottom-two brands’ reliance on trucks is reflected in their male bias,” S and P Global states. “Tesla is the outlier there, showing that despite the success of its Model Y compact SUV in the strongly female segment, its personal vehicle registrations have a decidedly male skew.”
Notably, S and P Global points out that women buyers consistently show more brand loyalty than men, with women buyers averaging a 4-percent greater likelihood of sticking with the same brand.
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Is it that Buick resonates more with women or less with men? It could be that Buick is truly popular among women, or it’s also possible that Buick is only average among female luxury buyers and that it doesn’t nearly appeal to men much. I wish S&P Global provided more statistics so we could determine that, namely, total sales by gender compared to other luxury brands. I’m genuinely interested.
Right on the money with this comment. I think its somewhat of a self-fulfilling outcome by-design, as Buick now only offers an extremely limited product line-up in segments dominated by woman buyers (subcompact, compact and mid-size CUVs). Buick has virtually abandoned all other market segments that may appeal to diverse group of buyers in order to focus on this demographic. In reality, with the exception of few brief stints post 2000, Buick has essentially been a “focus” brand since the late 1980s. At that time, Buick tailored their products to focus almost exclusively on the “senior citizen” demographic, although while at least maintaining a complete product lineup. I don’t see Buick as having a huge awareness and following among women buyers, I just see GM once again “typecasting” Buick by abandoning all other consumers and market segments. If you only offer a few models in market segments dominated byu woman buyers, then by default the majority of your customers will be woman. Within a few years, just like after trying to shed the “Grandpa Image”, Buick will again be suffering another identity crisis and have re-rollout “Thats Not A Buick!” ad campaign featuring blue-collar men…
Female buyers are more design focused and want non ostentatious luxury. Lexus was originally marketed as a make for upwardly mobile moms in the 1980s.
Female buyers aren’t necessarily feeling a need for speed–Dodge or BMW–and are more interested in reliability.
This is nice for Buick but GM must introduce Buick vehicles with broad appeal.
Great marketing plan to target 1/2 the population that is not that into cars. So if they are that popular why dont they sell more cars..