Both genders think they’re the ones calling the shots when it comes to buying an auto.
According to a survey of vehicle owners, 72 percent of men believe that they’re the ones with the most influence, while 60 percent of women believe that they are the ones having the most say. The findings come from a poll conducted on behalf of the Alliance of Automobile Manufacturers, a trade association of 12 U.S. and international automakers.
Survey participants had more agreement on who has the influence on specific aspects of the auto purchase: 85 percent of men and 47percent of women believe that men have the upper hand in decision making about engine and powertrain matters. However, when it comes to choosing vehicle options, both sexes believe they have the edge: 70 percent of women and 60 percent of men say they each have the most influence on picking vehicle options.
Three years ago, an NBC Universal poll found that women purchase 60 percent of all new cars and 53 percent of all used cars.
“One of our industry’s most daunting tasks is meeting the needs of such a wide range of consumers,” said Alliance President and CEO Mitch Bainwol. “And this research shows why that can be such a complex process; there are a lot of different voices in so many households. But what’s especially impressive about this data is that it shows what a strong role women play in so many purchases.”
The polling results also offer a glimpse into perceptions of how the genders interact with vehicles long after they are driven off the showroom lot. For example, 55 percent of those polled said women were more likely than men to purchase a navigation system to avoid getting lost; 48 percent believe that women use their turn signals more often than men; and 45 percent said that (generally speaking) women keep their cars cleaner than men do.
According to the book “Influence: HowWomen’s Soaring Economic Power Will Transform Our World for the Better,” women influence a full 85 percent of all car purchases, worth more than $80 billion every year.
And women outnumber men in one key area: 105.7 million have driver’s licenses — 1.4 million more than men.
Learn more at www.autoalliance.org/womenandautos. □