KBB: Male New-Car Shoppers Prefer Luxury Makes, Females Favor Imports

Kelley Blue Book reports men are more likely to consider Lincoln, while women prefer Volvo.

by Staff

August 27, 2013

3 min to read

IRVINE, Calif. — When it comes to buying a new car, men and women have different car shopping characteristics. And according Kelley Blue Book’s survey of 13,000 U.S. adults, men are more likely to consider a vehicle from domestic or luxury automaker, while female new-car shoppers are more likely to consider a vehicle from an import automaker.

Based on traffic data collected on KBB.com, men are 174 percent more likely to shop for a new Lincoln model compared to women. On the other hand, women are 119 percent more likely to shop for a new Volvo model compared to men.

"Like comparing apples to oranges, men and women have different factors of importance when choosing a vehicle, influencing their brand research based on qualities that matter the most to them," said Diana Duque-Miranda, senior manager for Kelley Blue Book Market Intelligence. "For instance, older men gravitate toward Lincoln as many of them grew up with the long-standing automaker as an aspirational brand.

“Conversely, more women are attracted to Volvo than male shoppers, and are more likely to consider Asian manufacturers like Honda, Acura and Nissan, which are traditionally known for high safety ratings. And according to KBB.com research, 76 percent of women look for safety features in their next new-vehicle purchase compared to 61 percent of men."

Top 10 Brands among Male New-Car Shoppers

Make	Increased Likelihood of Men to Shop the Brand Compared to Women on KBB.com*
Lincoln	174%
Audi	147%
Jaguar	128%
Scion	128%
Cadillac	119%
Chrysler	106%
Buick	96%
Mercedes-Benz	37%
Smart	37%
GMC	30%

*Data sourced from KBB.com January 2013 – June 2013.

Additionally, 33 percent of men are more likely to place greater importance on exterior styling compared to 26 percent of women, as significantly more men research the brands that are known for bold styling like Audi and Jaguar.

Top 10 Brands among Female New-Car Shoppers

Make	Increased Likelihood of Women to Shop the Brand Compared to Men on KBB.com*
Volvo	119%
Infiniti	97%
FIAT	82%
Acura	61%
Nissan	57%
Mitsubishi	46%
Honda	37%
Dodge	23%
Kia	19%
Mazda	16%

*Data sourced from KBB.com January 2013 – June 2013.

"Women car shoppers are much more financially conscious than men, as 72 percent of women are more likely to consider affordability in their next purchase compared to 50 percent of men," said Miranda. "Women are more likely to consider a brand known for value compared to men new-car shoppers, which translates to more women shopping Honda, Kia and Mazda for more bang for their buck."

In addition to factors like safety and affordability, 67 percent of women are more likely to consider a fuel economy compared to 48 percent of men. Subsequently, women are more likely to consider fuel-efficient brands like FIAT, Acura, Nissan, Honda, Kia and Mazda than men shoppers.

Topics:KBB.com Lincoln Kelley Blue Book Volvo F&I