Marketing research firm S&P Global recently compiled an analysis to find out how automotive brands rank with women drivers. It compiled the data from last year, and it paints a poor picture of many American brands in the eyes of women. But both the highest-ranking, and lowest-ranking brands can learn something from this latest data compilation. 

Which three car brands rate the lowest with women drivers?

The top three brands with the least female purchases are Ram, GMC, and Ford. That means at least one brand from every major American automaker is on this list. Just below them are Tesla in fourth place, and Dodge in fifth. 

Ram showed only 17% female ownership for 2022. GMC had 29% representation, with Ford at 31%, Tesla just ahead at 33%, and Dodge with 34% women buyers. The overall industry average was 41%. 

Does it make a difference what brand women drivers prefer?

One reason these figures matter is that women have a much higher brand loyalty rate than men. Loyalty from women is 4% higher than it is for men. So conquering a sale to a woman can mean repeat purchases for years to come. They also are more than half of the population at 50.5%. And we know that for years women influence purchases more than men. 

According to Automotive News, the Dodge, Ram, and GMC brands have the least new-buyer loyalty.  “Best practices at OEMs should look at women as not just one homogenous group,” Marc Bland, S&P’s chief diversity officer, told Automotive News. “For example, African-American women registered more new vehicles than their male counterparts.”

What are some of the reasons women prefer certain brands?

One thing S&P found was that brands targeting female buyers increased purchases by women. Safety was another factor. Products that veered away from trucks, SUVs, and performance also had a better chance of women purchasing them. 

Some of these numbers are attributed to how we purchase cars since the pandemic. “How consumers are treated at the dealership is important,” said Cheryl Woodworth of S&P Global. “The evolution of the car-buying process, entailing less negotiation and with potentially more of the buying process online, is very appealing to women.”

Are women driving more EVs?

S&P discovered that EV adoption by women lagged behind that of men. That offers one reason why Tesla made the list at number four. In the analysis of 2022 sales to car-buying women, only 28% were for EVs. 

Within the EV segment, Tesla scores highest by women at 33%. The least amount of purchases was of Rivian vehicles. But, like GMC, Rivian only makes trucks and SUVs. Only 15% of EV purchases were for Rivian products. 

“That EVs aren’t being purchased by women is leading to more questions than answers,” Bland said. “Women shoppers have concerns about range anxiety and safety. These brands need to do a lot more educating.”