Toyota Is the Car Brand That Resonates Most With Women

Chris Teague
by Chris Teague

Thankfully, we’re mostly past the degrading trend of creating smaller, “more appropriate” products for women, but companies are still incredibly interested in how they buy and perceive products. S&P Global Mobility recently conducted a study to find which car brands resonate most with women, finding that Buick and Toyota ranked highest.

Those two brands accounted for 55 percent of new personal vehicle recommendations. Infiniti, Kia, Lexus, Mazda, Mini, and Mitsubishi followed. Toyota was far and away the most popular brand among women.

Ram was the least popular brand, followed by GMC and Ford. S&P links the brands’ reliance on trucks as significant parts of their catalogs to their poor performance in the study. Tesla was also near the bottom, with the organization noting that its owner base skews male.

Women not only make up more than half of the United States car-buying population – 50.5 percent – but they also tend to be more loyal to brands they love. The female loyalty numbers are stronger for brands that performed well in the study, including Mini, Lexus, Infiniti, and Buick.

Buick’s success with women is due in part to General Motors’ Women’s Retail Network, which promotes women-owned dealers. The Network also sponsors a scholarship for women entering automotive and related fields. 

[Image: Toyota]

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Chris Teague
Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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8 of 59 comments
  • 95_SC 95_SC on Feb 24, 2023

    i believe it was Toolguy that was talking about looking at the model and not the brand. Anyway, the dude I met at the track with the 800 hp 2JZ in his Mk 4 Supra is going to be sad when he finds out he’s not a “car guy” because Toyotas are for chicks

    • See 1 previous
    • Jeff S Jeff S on Feb 25, 2023

      Tasso can set them straight and tell them they should be racing a diesel Mercedes or a Tesla. Like to see the reaction of that dude when told that.

  • Kat Laneaux Kat Laneaux on Feb 25, 2023

    I personally like Fords and Nissans. Fords, because it was the first brand I owned and the car did generally well. Nissan because it was affordable and also did well and I still own one of each...that is my hubby and I own one Ford and one Nissan.

    Mileage...can't beat the Nissans, Sentra. We had a Nissan Frontier but the turning radius on that was pretty pathetic. Had to do a 3 pt turn anytime we had to turn the truck around. Ford because it was American made and it just reminds me that I am an American.

    Would I like to try other brands like a Subaru, heard they were durable and possibly a Buick but it has to be reliable. Seen too many Enclaves in Used dealer lots...makes me nervous.

    • Jeff S Jeff S on Feb 25, 2023

      Drive what you like and don't worry about what others think. I learned that years ago. When I was younger there was a guy in my church bragging about all the BMWs he got to drive saying how superior they were to other cars and no one who matters drives anything but a BMW. I found out that that guy sold BMWs, dropped out of school, and didn't own a car. At the time I drove a late model Chevy Monte Carlo and had restored my granddad's 63 IH stepside pickup which was a classic at the time and it drew more attention than many BMWs because of its age, condition, and uniqueness. People were always asking me about the IH and I told them it was my granddad's and that I learned to drive on it. Now my nephew has that IH and it gets a lot of attention. I now drive a hybrid Ford Maverick and it gets a lot of attention mainly because it is hard to find. I love my Maverick.

  • Inside Looking Out Inside Looking Out on Feb 25, 2023

    My question is simple: How many women we have in our forum? How can you tell if commenter is woman or man? E.g. me, make a guess.

  • Cprescott Cprescott on Feb 27, 2023

    I guess that empowers them to tailgate like no other brand other than the miscreants who buy Honduhs.