Auto Retailers Must Prioritise Women

Benjamin Franklin is widely known to have said “nothing is certain except death and taxes.” If he were still alive today, he would probably amend that statement to include changes in advertising.

Advertising moves at the speed of culture and it’s only recently that many have acknowledged how women have been under-appreciated in the industry, particularly in automotive, where they are often cast as decorative passengers rather than the lead. Misogyny aside, this is important since women are an immense driving force in the retail economy, controlling over $31.8 trillion in spending globally. Not to mention that women influence more than 85% of all car purchases and more than 65% of customers who bring their vehicle to a repair shop are — you guessed it — women. 

And yet despite all of this, 76% of women feel current automotive advertising is out of touch with reality.

Women Are a Driving Force in the Retail Economy

Catering to women isn’t just a smart business move — it’s a strategic necessity for boosting sales, brand loyalty and long-term success.

In the U.S., women account for 85% of all consumer spending and often drive buying decisions that impact their entire family, creating a multiplier effect, and punctuating why retailers need to pay attention.

Women are also highly likely to drive word-of-mouth marketing through social sharing. When they love a product or service, 92% will share deals or recommendations, extending a brand’s reach to an entire network of potential buyers.

Marketing Automotive Aftermarket to Women

So, what does all this mean for automotive? Women buy 65% of cars and nearly half (48%) of female vehicle owners are interested in doing their own maintenance and repairs. On top of that, gen z women are 17% more likely than boomers to want to feel confident in their vehicle knowledge. However, despite their spending power and desire for information, women often feel overlooked in this sector; two in five women have asked a man to accompany them on shopping trips to a “masculine” store to avoid being taken advantage of.

Brands that educate and empower women about car upkeep can tap into this growing market of DIY enthusiasts and break gender stereotypes by creating more welcoming environments.

Evolve with Women or Get Left Behind

To win the female market, retailers must stay in tune with female culture. Pro tip: this means more than just making a product or an advertisement pink. Women want marketing that reflects their diverse roles and interests. Regularly auditing marketing materials to ensure they align with today’s cultural landscape is essential.