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.