Gone are the days when men dominated the new car buying process. Women now buy – or at least influence – more than half of the vehicles sold in the U.S., according to various studies.
But there’s still a big gender gap when it comes to the vehicles men and women choose. More precisely, when they go online – as most shoppers do to research their eventual choice — women appear to be practical and direct about what they’re looking for. Men? They’re as likely as not to start fantasizing about the cars they’d like to get, whether or not those are practical choices fitting the budget.
Men are more interest in sportier, powerful cars and trucks than woman, according to a study by data service iSeeCars.com. Women, on the whole, are looking for vehicles that are affordable.
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The number one choice for women, according to the new study: the Hyundai Tucson. In fact, 66.2% of the inquiries made about the small SUV came from women.
“Half of the top 10 cars women most prefer are models from Korean Hyundai or Kia brands,” said Jacqui Trotta, of iSeeCars.com.
The average vehicle in the top 10 cars women searched for came in at just $14,870. That’s less than half of what the typical new vehicle now goes for, according to industry data. The cheapest model on the list was the $10,800 Kia Rio, ranked eighth on the list. The most expensive, the Kia Sorrento, rang in at just $18,668.
As for men, the number one inquiry was for the Nissan GT-R, at $80,450. More than 99% of the inquiries for the 2-seat sports car were made by men. The most expensive care on the list? The $113,666 Bentley Continental GTC. The least expensive — and the only pick under $25,000 – was the Chevrolet Express Cargo van, at $16,433.
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On the whole, the top 10 choices made by men carried an average sticker price of $49,224. And the top four were sports cars, three others luxury vehicles. Two were heavy-duty pickups, with the Chevy van rounding out the list.
The top 10 male selections, one might note, came in more than 50% higher than the Average Transaction Price of all new vehicles sold in the U.S. this year, using data from Kelley Blue Book.
Meanwhile, not one of the male choices, according to the iSeeCar survey, was anywhere near the top 50, never mind top 10, among vehicles sold in the U.S. (Unless, that is, you roll the F-350 in with the rest of the Ford F-Series line-up, and count the Sierra 2500 along with all the various versions of the Chevrolet pickup, both light and heavy-duty.)
How to explain the wide disparity between men and women? Men seem to exercise their imagination when they go online to check out cars. They’re engaging in flights of fantasy, as much as actually setting out looking for what they’ll ultimately buy.
Whether it is because of the gender pay gap, the added duties women often have as housewives or some other factor, women seem to be far more grounded and aware of what their needs are – and what the limits are when it comes to a monthly car budget.
The iSeeCars survey examined 54 million searches by U.S. shoppers to determine gender-based trends.
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