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Asian Automakers Are Women's First New Car Choice

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author photo by Autotrader April 2011

When it comes to women and new car buying decisions, Asian automakers are topping the lists. The US study compiled by R.L. Polk, a global automotive marketing and data solutions organization, looked at gender and ethnicity when compiling statistics.

“Polk receives personal registration information from all of the US states. We apply a gender to it and code the ethnicity using a solid algorithm,” said Marc Bland, Product Strategist and Multi-Cultural Marketing Lead for Polk.

Bland, who recently wrote a series of four articles on women’s car buying power told Auto Trader, “I saw a spike in sales and found that women are driving it.”

Results from Polk’s 2010 study show that Asian OEMs including Toyota, Lexus, Honda, Acura, Hyundai, KIA, Nissan, InfinitiSubaru and Mazda lead the selections across all ethnic groups. Asian models also take the top 21 consecutive spots for Vietnamese women while African American women are at the low end of Asian brand affinity.

Asian women that aren’t buying Asian brands are purchasing BMWMercedes or Volkswagen models. These models score especially well with Chinese, Indian, Korean and Vietnamese women.

As for the domestic brands, African American and Hispanic women were the only groups to enter them in their Top 10 choices, which included the Chevrolet Malibu (#8 for African American women) and the Ford F-Series (#10 for Hispanic women).

According to Polk, women represent 38.5% (or 3,091,645 vehicles) of the 8,020,344 known gender new vehicle registrations for 2010. (It’s important to note that this represents personal purchases only, not fleet and commercial vehicles).

“To sum it up, there appears to be a strong connection between the Asian manufacturers and women overall. When you look at volume, the top five makes and models are all Asian,” concluded Bland.

“What do you make of that?” we asked.

 “I don’t have the explicit answer but Toyota and Honda are really working some magic that appeals to women automotive buyers,” he offered.

This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Asian Automakers Are Women's First New Car Choice - Autotrader