Automakers Target By Gender in Marketing Campaigns

Automakers are having their best year since the start of the Great Recession. Media reports have even hinted at shortages of some popular models in certain markets. While automakers must be cheering this good news, they aren’t about to newcarlet their guard down. They and their dealers face plenty of competition. One way to maintain an edge is to understand the nuances of various target audiences and Kelly Blue Book just released some interesting data points on this topic.

Kelly Blue Book’s study was all about the differences between men and women who are in the new car market. Traffic on the site suggests that men are more interested in luxury models. In particular, older men favor domestic luxury models that they associate with their own childhood. Another key factor that attracts the male eye is the ‘rugged’ message. 28% of men will respond to marketing that emphasizes this feature in a new vehicle. Men, 33%, also want some bling on the vehicle exterior – bold styling is important to them.

Women consider a different set of factors when they shop for new vehicles. At least 72% of women say affordability is a top concern, while only 50% of men share this opinion. With value at the top of the list, women also look for fuel efficiency, safety, and affordability. For many female buyers, imports fit the bill.

Using this information, marketers can emphasize features to appeal to a wider audience. To learn more about a specific car-​buying audience, such as crossover SUV shoppers, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.