|Women as Vehicle Customers—Voice of North America Consumer Findings, 2016|
|40% will Consider Digital Retail Platforms for their Next Vehicle Purchase (2020)|
The percentage of women holding driving licenses in North America is greater than that of men. However, women are unhappy with the entire process of car buying. Hence, understanding women car purchase preferences is essential for OEMs to ensure that the process is amicable. With the growth of digital platforms and social networking sites, women car buyers are well informed about their choices. Catering to their needs is of utmost importance to all stakeholders in the automotive industry. Opportunities for OEMs and dealerships exist to partner with automotive tech start-ups to digitally transform the car purchase process, including digital financing. The findings from this study will allow product planning teams/OEMs to focus on the specific needs of women car buyers.
The aim of the study is to analyze the growing trend toward North American (US and Canada) women customers buying cars and the underlying factors considered in their purchase decisions.