There has long been a perception that certain cars appeal more to men or women based on their design, features and marketing. But is there really such a thing as a masculine or feminine car? Or is this just an outdated stereotype?
In this article, we’ll explore the idea of car gender and whether studies and sales data support the notion that trucks and SUVs are “manly” while small hatchbacks and mini-vans are more “feminine.” We’ll look at how automakers market to the different sexes and examine how shifting gender roles and attitudes may be changing what men and women look for in a vehicle.
Do men and women have different preferences when buying cars?
Historically, women have tended to buy smaller, more fuel efficient cars while men often opt for larger, more powerful vehicles. Some key differences in priorities:
- Practicality – Women have traditionally valued interior space, cargo room, gas mileage, and safety features.
- Performance – Men have tended to favor horsepower, acceleration, and handling.
- Comfort/Luxury – Women often want a smooth, comfortable ride while men are more likely to compromise comfort for power.
- Styling – Men frequently care more about exterior styling and looking “cool.”
- Cost – Women are generally more concerned about finding a good value.
These preferences have led to the perception that small, practical cars are “chick cars” while big, aggressive trucks and SUVs are manly “guy cars.” But how accurate are these stereotypes today?
What types of vehicles do men and women drive?
If we look at national registration data for 2021 new car sales in the United States, some clear gender divides emerge:
- Trucks – 72% registered to men versus 28% women
- SUVs – 57% men / 43% women
- Minivans – 45% men / 55% women
- Sedans – 52% men / 48% women
- Sports cars – 76% men / 24% women
Pickup trucks like the Ford F-150 and Ram 1500 remain heavily male-dominated, while small and midsize SUVs like the Honda CR-V and Toyota RAV4 are now purchased almost equally. Minivans and practical family sedans appeal more to women, while high-performance sports cars still draw far more male buyers.
How do automakers market vehicles to men versus women?
Car ads clearly target the perceived priorities of male and female shoppers:
Truck and sports car ads emphasize power, acceleration, and handling using rugged outdoor or racing imagery. The voiceovers and copy use active, adventurous language like “Rule the road” and “Unleash the beast.”
Family car and small SUV ads focus on interior space, safety ratings, and fuel economy. The settings portray women shuttling kids and running errands. The language highlights sensible, caring attributes like “Nurture their dreams” and “Make the smart choice.”
Bright colors and playful music mark out mini-vans and small cars as feminine. Boxy silhouettes and neutral shades make larger vehicles feel masculine. But some critics argue these stereotyped ads perpetuate outdated gender norms and roles.
How are gender preferences changing?
While gender divides remain, purchasing priorities seem to be shifting:
- Women value performance – Rising incomes allow more women to buy higher trim trucks and SUVs for towing and off-road ability.
- Men seek comfort/tech – Men are buying more family CUVs and preferring creature comforts like leather seats, infotainment and driver assists.
- Practicality appeals to all – Both men and women rank fuel efficiency, cargo space and back-up cameras as top priorities.
As more women enter the workforce and take on multiple family/work roles, they’re less willing to compromise on performance. And the stigma around men driving minivans appears to be declining as they appreciate the utility. Overall, pragmatic needs are overriding old notions of masculinity/femininity.
Research on Gender Differences in Car Purchasing
Academic studies in recent decades have tried to quantify real differences between men and women as car buyers beyond outdated stereotypes. The research highlights some key areas where male and female priorities diverge, as well as signs of change.
Performance versus practicality
A 2020 study from Hedges & Company analyzed a survey of over 2,000 adults about their new and used car preferences. They found that:
- 72% of men ranked performance as a top priority versus 40% of women
- 68% of women ranked practicality as a top priority versus 52% of men
However, the performance gap is narrowing – younger women age 18-34 were closer to males in valuing speed and acceleration.
New car features
A 2019 survey by Blinker.com asked men and women to choose the most important features if buying a new car. The top picks:
| For Men | For Women |
|---|---|
| Tow capacity | Gas mileage |
| Horsepower | Affordability |
| Leg room | Safety ratings |
| Technology | Trunk space |
While towing ability and power matter more to men, women are more practical focused on efficiency, value and cargo room. However, technology is rising for both genders.
Used car preferences
A 2021 iSeeCars study analyzed over 20 million used car listings to compare male and female buying patterns:
- Men prefer trucks, sports cars and large SUVs. Top picks: Ford F-150, Dodge Charger, Chevrolet Silverado.
- Women favor small and midsize SUVs along with sedans. Top picks: Honda CR-V, Toyota RAV4, Nissan Sentra.
Again, the data shows men gravitating to power and performance vehicles while women choose practical, value-oriented models.
Dealership treatment
A 2021 study by University of California researchers had male and female test shoppers visit over 300 car dealerships to measure differences in treatment:
- Men were quoted lower prices than women on identical vehicles by an average of 2.9%.
- Salespeople addressed male shoppers by name more often and used less formal language with women.
- Men were allowed more unaccompanied test drives while salespeople rode along more with women.
This indicates dealers make assumptions about bargaining savvy and car knowledge based on gender. But consumer awareness can help women negotiate from an empowered position.
How Marketing Reinforces Gender Stereotypes
Auto brands have long used targeted advertising and influence marketing to connect specific models with masculine or feminine identities. But some of these approaches have perpetuated outdated gender stereotypes.
Truck ads ooze masculinity
Full-size pickup ads portray rugged cowboys scaling rocky terrain and towing horse trailers or boats through the mud. Country music jingles reference life on the ranch. These images reinforce the idea trucks are for men who value strength, adventure and the outdoors.
Ram’s “Built to serve” campaign shows a soldier returning home while an American flag waves proudly. Chevrolet’s “Like a rock” ads idealize the durable, hard-working, male provider role. Branding pickups as manly has been highly effective – trucks are the top selling vehicles in America.
Mini-van mom roles
Chrysler basically invented the modern minivan back in the 1980s as the new family-friendly “magic wagon.” Early ads showed smiling moms packing up kids for a suburban outing. Honda’s “cool moms rule” Odyssey campaign had high-fiving moms dancing in their vans.
Depicting minivans and family SUVs as empowering mom-mobiles helped sales. But repeatedly portraying only women in caregiving roles also reinforced traditional gender expectations.
Pretty pastels = girls’ cars
Automakers use bright, “feminine” colors to mark out certain models as designed for women. The Honda Fit, Fiat 500 and Volkswagen Beetle have all been offered in pink, purple, mint and other soft pastel shades not found on trucks or sports cars.
While women do gravitate to these hues, the color-coded gender branding can seem patronizing today. And some men shun vehicles like the beetle due to perceptions of being too “cute” or girly.
Tapping into sexual attraction
Ads frequently use provocative male or female models to tap into sexual attraction rather than logic. BMW ads have featured bikini-clad women draped over the hood to convey status and excitement. Far more models are scantily dressed than would drive the cars in real life.
These images can feel dated and alienating today. But as more women gain purchasing power, advertisers face pressure to portray smart professional women as empowered drivers.
The Changing Car Market
Shifting demographics, vehicle preferences and social attitudes are contributing to a slow erosion of traditional car gender divides.
Women’s purchasing power grows
As more women graduate college, earn higher incomes and occupy leadership roles, their consumer power continues to rise. Women buy or influence over 85% of all car purchases in the U.S. And the growth of women age 25-55 as heads of household is outpacing men.
No longer relegated to “mom cars,” women are buying serious trucks and performance cars that express their independence and success. Marketing is starting to shift towards the confident female boss image over the multi-tasking mom.
Men embrace practicality
The cultural stigma around men driving minivans, station wagons and other “chick cars” has eased considerably. Dads today spend more time transporting kids and appreciate family-friendly functionality.
Male preferences are skewing towards comfort, fuel-efficiency and technology over raw power. Compact and mid-size crossovers allow men to balance utility with masculine design.
SUVs overtake sedans
As sedan sales decline, small and midsize SUVs are the new universal family vehicle. Cute-utes like the Toyota RAV4, Honda CR-V and Subaru Forester have huge male/female appeal. Their blend of space, efficiency and flexibility transcends gender roles.
Even truck owners are switching to car-based crossovers for commuting and errands while keeping a pickup for weekends. The CUV is now the quintessential gender-neutral vehicle.
Electric cars signal eco-responsibility
Electric vehicles are slaying old notions of what’s masculine or feminine. With instant torque and high-tech interfaces, EVs like Teslas appeal strongly to men who value performance. But their low-end power and quiet ride also attract women.
Eco-conscious buyers of both genders appreciate the sustainability statement of driving electric. Greener values are becoming mainstream and making “environmentally woke” the new status symbol.
The Future of Gender Marketing
How must automotive marketing continue evolving in a more socially conscious age of shifting gender roles? Some ways car brands can connect with consumers beyond outdated stereotypes:
Focus on lifestyle over gender
Show both men and women using vehicles for adventures like surfing, hiking, and road trips. Don’t confine characters to gender clichés – let dads handle carpools and women tow boats. Reflect real-life diversity.
Highlight practicality and tech
Emphasize how features like auto emergency braking, WiFi and roomy cargo areas improve everyone’s life regardless of sex. Fun and punny ads like Honda’s “pretty clever” campaign feel inclusive, not condescending.
Make performance classy, not just brash
Continue evolving muscle car and truck ads to align power with sophistication through elegant design cues and refined interiors. BMW’s sleek ads appeal to upscale men and women craving driving exhilaration.
Feature more real owners
Replace posed models with video interviews of actual diverse owners discussing what they genuinely appreciate about their vehicle. This organic word-of-mouth is relatable and real.
Acknowledge shifting roles
Portray fathers as competent caregivers and women as empowered bosses and gearheads. Celebrate stay-at-home dads who appreciate minivans and ambitious career women splurging on fast cars.
Conclusion
While certain vehicle categories still skew male or female, indulging in stereotypes is an outdated marketing tactic. Car buyers have become far more rational focused on quality, efficiency, technology and design over outdated notions of masculinity or femininity.
Advertisers should celebrate both the emotional thrill and practical benefits cars provide without regard to gender. Powerful trucks and SUVs can climb mountains or haul families. Zippy hatchbacks and EVs can symbolize responsibility and eco-leadership.
The coming decade promises continually shifting attitudes and purchasing drivers. Smart brands should ditch dated gender segmentation and take an inclusive lifestyle-based approach. With women’s consumer power rising and men embracing diverse roles, the bold marketers will be those who appeal to all.