Ladies have a stranglehold on many aspects of society they don’t receive credit for. According to data from R.L. Polk and Co the next area of fem-domination could be at car dealerships. A comprehensive study found women influenced four of every five vehicle purchases last year, and set a record by having their names on 39 percent of all new car registrations. Misogynists and those concerned with the success of the domestic auto industry should be concerned; each of the top ten best-selling brands with female buyers in 2012 were imports. The list is below:
Brands with highest percentage female buyers
1. Mini (48.3%)
2. Kia (46.1%)
3. Nissan (45.9%)
4. Honda (45.7%)
5. Fiat (45.4%)
6. Mitsubishi (45.4%)
7. Hyundai (45.1%)
8. Mazda (44.3%)
9. Subaru (43.8%)
10. Volvo (43.6%)
Anne Feighan, strategic planning director at advertising agency Campbell-Ewald believes the absence of domestic product on the list stems from a stigmatized perception of American cars.
"It's not surprising," she said, "When you look at the big segments in the industry, like midsize, and you think about the top reasons for the purchase, it's quality, reliability, dependability, fuel-efficiency and long-lasting. And the imports dominate those areas."
The Detroit News notes:
“Detroit automakers have taken steps to bridge the gap: Ford in 2011 added the subcompact Fiesta; more than half of Fiesta buyers are women. Buick recently added the Encore small SUV and expects 60 percent of its buyers to be women.”
“Chevrolet, meanwhile, worked with fashion designer Isaac Mizrahi to create a Malibu-themed collection to better attract women, and used a number of female engineers to help design the interior and exterior of the redesigned 2013 Malibu.”
Expect to see more lady-friendly cars hit the streets in coming years as women continue to ramp up their automotive blitzkrieg: Since the auto crisis in 2008, the number of vehicles purchased by women has climbed 17 percent versus 8 percent for men.