Erin McQuitty, research & insight at Condé Nast on their latest research

Women face unique challenges within the automotive space. The automotive industry has
traditionally been a male-dominated sphere, often leaving women feeling less established than
their male counterparts.

This sentiment was explored in Condé Nast’s recent first-party automotive research, where we took a closer look at women within the automotive industry, delving into their attitudes and perceptions towards advertising and Electric Vehicles.

Our findings reveal that women are not being catered for in a personalised manner within the
automotive industry, leading to increased barriers and a growing disparity between men and
women.

Key findings from the research:

• Women are more likely than men to feel uncomfortable in car-related environments
• Only 54% of women feel comfortable in car dealerships
• Women are 2x more likely than men to say they don’t feel comfortable in car parks and 1.7x more likely to say they don’t feel comfortable at petrol stations/charging points
• Only 10% of women feel that car brands effectively speak to and understand women’s preferences and needs
• Women are much less likely to feel enthusiastic about cars; nearly 1 in 2 women disagree with the statement “I change cars primarily for excitement and enjoyment”, compared to men who are 3.2x more likely to see cars as a hobby/passion
• There is a stark gender disparity in Electric Vehicle ownership, with men being twice as likely to own an EV compared to women
• Women are 80% more likely than men to say they know nothing about Electric Vehicles, citing a lack of understanding of how EVs work as a purchase barrier

Why is this important?

The results of the survey told us there is more that can be done to support women within the automotive industry.

87% of women own a car, with 91% of the women we spoke to telling us they are involved in the decision-making process when purchasing a vehicle. While this highlights their substantial influence, we found that women are not currently being involved in conversations around Electric Vehicles, with our female consumers being more likely than their male counterparts to want more information about the benefits of EVs.

Our study found that female-inclusive automotive advertising is lacking. To address this gender disparity, advertising must switch gear towards more educational and lifestyle-oriented messaging towards women.

• Women are 3.6x more likely than men to want advertising that shows how EVs fit into their lifestyles
• They are 2.1x more likely to want to see advertising featuring influential females driving EVs
• They are 1.8x more likely to want advertising that explains how EVs work

We also found that women want to be treated as capable car buyers who feel empowered and educated to make their own choices. Over two-thirds of women feel that car brands should support them on their EV journey, with two in five advocating for tailored dealership experiences. Additionally, women are more likely than men to seek educational workshops, webinars, and online resources specifically aimed at them.

By addressing these needs, the automotive industry can create a more inclusive and engaging experience for women, ultimately fostering trust and driving greater adoption of Electric Vehicles among female consumers.

For more details and to see the full study, contact: melanie.keyte@condenast.co.uk.