According to IHS Markit data, Buick is the only Detroit automaker that has a majority female customer base.
Nearly all automakers saw a decline in sales in 2020 after years of increasing sales. With a 21.4 percent drop in sales year-over-year, the COVID-19 pandemic was a key factor. Buick was no different. Buick is still ahead of other GM brands, and indeed all automotive brands, when it comes down to feminine appeal. Females make up 56.1 percent in the Buick market.
According to a report by, that’s what the word is Detroit Free Press . According to IHS Markit statistics, the report is focused on female buyers in the United States. This data is based on registrations of new and used cars. It’s evident that Buick has a distinct advantage. Mitsubishi At 54 percent, it is followed by Mini At 53 percent ٓNissan And Hyundai Tie at 52 percent rounds out the top five. Technically, however Kia Moreover, 52 percent of them are also members.
What’s Buick’s secret? The report says that Buick has a strong female-focused marketing campaign. However, there is also significant female involvement in its design process. Sandya Jackson, a GM design engineer, was the lead designer of the instrument panel for the 2021 Vision. She’s also responsible to the dual-lid armrests in the center console, which can be found in Buick vehicles as well as other GM products.
According to a Kelley Blue Book report, women value vehicle functionality, safety, comfort and reliability. Men, on the other hand, are more drawn to exterior styling, technology and ruggedness.
According to The Detroit Free Press, Marc Bland, IHS Chief Diversity Officer Marc Bland said that for too long automakers have seen a woman’s role as dependent on her husband.
Buick’s female touch doesn’t seem to be as prominent among brands that fall under the GM umbrella. Bland points out that Cadillac is in the second spot at 43.9 per cent. This is still higher than the industry average of 43 per cent. Chevrolet is well below the mark with 36 percent. GMC captures only a 29 percent share from female buyers.
Motor1.com reached out to IHS Markit to gain a deeper understanding of commonalities among top automakers that are favored by female shoppers. However, no reply was received at the time this article was published. If new information becomes available, we will update you.