Top 10 Things Women Look for When Buying a Car

More than 1,000 women shared what really matters when it’s time to buy. Spoiler: It’s not horsepower.

If buying a car feels more like running an obstacle course than a fun shopping trip, you’re not alone. According to our GoGoGirlGo survey of 1,121 women ages 20 to 65, car buyers care less about flash and more about feeling confident, comfortable, and in control.

These are the ten factors that matter most — ranked by real women who’ve bought cars in the last five years.

1. Reliability (38%)

A dependable car is freedom. Buyers told us they want something that starts every morning and stays out of the shop — even if it’s not the flashiest ride on the road. Learn more about when shopping can make a difference.

2. Style & design (33%)

Looks matter. Women want a car that feels like an extension of their personality, not just a tool for errands.

3. Brand (31%)

Brand trust carries weight. Toyota, Honda, Subaru, and others influence confidence long before the test drive.

4. Price & affordability (28%)

Affordability matters, but it isn’t everything. Women weigh price alongside reliability, brand, and design — not in isolation.

5. Technology & features (24%)

Backup cameras, CarPlay, infotainment, and safety tech make the daily drive smoother and safer.

6. Safety features (22%)

Airbags, blind‑spot warnings, lane assist — safety isn’t optional. Many women said peace of mind for themselves and their passengers is key. Here's a deeper dive about our gratitude for car safety.

7. Fuel economy and charging costs (21%)

Fuel prices and rising interest in hybrid-electric options are shaping purchase decisions more than ever. According to our 2025 survey, women aren't ready to fully rely on electric (see priority #1 on this list), but we're curious about it.

8. Cargo space and interior room (18%)

Life requires space — for kids, dogs, groceries, sports, road trips, and everything in between.

9. Warranty and coverage (17%)

Protection matters. A strong warranty signals trust and lowers long-term worry.

10. Dealer location and convenience (13%)

Even in a digital-first world, proximity still helps — especially for test drives, service, and support.

Source: GoGoGirlGo 2025 survey of 1,121 U.S. women ages 20–65 (SurveyMonkey Audience)

Methodology note: Respondents could choose up to three top factors, so percentages represent how many women selected each option. Totals are not expected to add to 100%.