Traditional assumptions about the gender demographics of vehicle sales are being challenged as single women buy increasing numbers of SUVs.
According to a report from research firm MatritzCX, between 2010 and 2015, sales of small SUVs to women increased 34 percent, with purchases of premium-class small SUVs surging 177 percent. During that same period, sales of SUVs to men grew 22 percent.
The report maintains that roughly 40 percent of all female car buyers aren’t married, a number that has grown with increasing income and education and delays in marriage and child-bearing. Among female buyers in 2015, two-thirds indicated that their purchases were “entirely up to me,” with fuel economy and cargo room identified as appealing features of SUVs.
James Mulcrone, director of research services at MaritzCX, says that “there’s a group of single, professional females out there that need vehicles, and you need to be attentive to them. They’re going to make money, they’re going to make their own decisions, and they can be very loyal consumers.”