Not too long ago, most of the women you saw in the automotive industry were scantily clad, airbrushed models draped over the bonnet. As for showrooms, the receptionist may have been female, but you’d hardly be buying a car from her. And women buying cars? Most would have left that to a man in their life.

That was more than a few decades ago. And thank goodness, things are starting to change. As Annie Lennox sang back in the 80’s – women are outta the kitchen and these days, we’re doing it for ourselves. That goes for the jobs we choose, the lives we lead and shopping for cars too.

But change is happening at different rates in different areas. It’s fairly common to see a woman doctor these days. It’s still not so common to see a female car salesperson. Entering the forecourt of a dealership is usually a male activity too.

Generally speaking, the automotive space remains a predominantly male one. Online shopping has changed things – a bit. But it’s a change that is growing. Different attitudes to online purchasing are part of the reason. Women making the most of the equalized space they find online is another. And there are organizations actively working to bring more women into the automotive space.

Women buying cars online

The latest DVLA data shows that 46% of licence holders in the UK are women. What’s more, 89% of car purchases – new and used – are influenced by women. Women are more likely to make a used car purchase online.

The recent shift to online purchases and safer marketplaces to buy cars from is a boon for women buying cars. A survey by MotorConnect showed nearly three-quarters of respondents (72%) felt buying a used car online was more inclusive.

Of those surveyed, 69% thought that buying online removed salespeople’s assumptions, 56% believed there was a greater choice and 37% felt that dealerships and car salespeople were intimidating. So it’s not just us women that find car dealerships a little daunting.

Women buying cars online accounted for 42% of purchases through MotorConnect in 2021. Research shows that 67% of women prefer completing as much of their car purchase as they can from home. What’s more, 72% of us would favour a dealer that offered a home test drive and door-to-door delivery. Something to consider if you’re thinking of selling your car.

Simply put, women shop differently from men. There have been plenty of jokes made about it, but it’s a view that holds true when it comes to women buying cars too. We look for different things in a car. Cars.com found that safety features and practicality were far higher on our list of must-haves than they were for men. Men were more interested in tech-focussed features.

Our shopping expectations are different too. We browse before buying and we’re more likely to weigh up the pros and cons of cars than fall in love with a particular make and stick with it for life.

Who is buying what?

LendingTree, a loan company, found just 28% of women buying cars opted for a new one. Their data showed men were 44% more attracted to shiny new motors. When it comes to financing a car, this could well be true.

However, 55% of all cars purchased in the UK are done outright with savings or a personal bank loan. Hippo Leasing, a British company, disagreed with LendingTree. Their research found that women aged 56 and over were the largest segment of the UK’s new car buyers.

Retired people were also the age group most likely to go for a new car, so it’s not that surprising.

Who are women buying cars from?

90% of buyers don’t care if they buy a car from a man or a woman. Despite little preference, only 32% of UK buyers have purchased a car from a woman. Most women buying cars do so from a man. It’s hardly surprising in light of Deloitte’s research showing just 20% of the automotive workforce in 2020 were female – even less when looking at executive positions.

Research from What Car? revealed that 29% of females thought car retailing was inherently sexist. 13% of men agreed. One organisation working to change this is the Automotive 30% Club. They’re on a mission to fill at least 30% of key leadership positions in the automotive space with women, by 2030.

More women in the automotive sector will definitely help women buying cars feel more comfortable. It’s likely to change the way cars are sold, advertised and even designed when female preferences receive a greater acknowledgement.

Women buying cars online is one area where females are beginning to come to the fore in the automotive space. Rather than continuing to take a back seat and let the men drive the way cars are advertised, sold and bought, we think women should influence more than just online sales. A more balanced approach in the industry has lots of benefits.

Greater diversity leads to more innovation. Shoppers of both sexes are likely to feel more comfortable walking into showrooms with balanced sales teams to approach. The designs of cars may prioritise practicality a little higher too. Our OWO marketplace is just one way to balance car sales for the sexes. But, there’s still more work to be done in the broader automotive industry.