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Women Love Their Cars — But Not the Dealership Experience, New Survey Finds
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New report reveals trust, transparency, and respect matter more than performance specs.
MINNEAPOLIS, Dec. 9, 2025 — GoGoGirlGo, the editorial platform empowering women to shop smarter for cars, today released results from its nationwide survey of 1,105 U.S. women who purchased or leased a vehicle in the last five years. The findings highlight a clear tension at the center of the car-buying journey: women overwhelmingly end up happy with the car they choose, yet far less happy with how they were treated along the way.
Women love the car, but not the process
According to the survey, 90% of women like or love the car they purchased. But the dealership experience tells a different story.
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31% felt talked down to or not taken seriously.
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26% say their gender influenced how they were treated
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38% brought someone else (usually male) to avoid bias or be taken seriously.
“Buying a car shouldn’t feel like passing a pop quiz,” said Sara Glassman, founder of GoGoGirlGo. “Women want information, not intimidation. This survey confirms what women have been saying for years — we just want a fair deal and a fair conversation.”
Trust isn’t a given
The data reveals something new: a trust gap that persists even when women feel prepared. More than half of women rated their salesperson as not trustworthy or moderately trustworthy.
Even highly confident shoppers weren’t protected from bias:
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57% walked into the dealership highly confident
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Yet 47% of them were still talked down to
Women come prepared and realistic
Women aren’t guessing their way through the car-buying process.
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93% test-drove before buying
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72% stayed on budget
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59% said the final price was exactly what they expected
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Only 5% felt they overpaid
Women’s financial expectations are grounded, researched, and accurate — making the experience, not the pricing, the real problem.
What women want most in a car
When choosing a vehicle, women prioritize features that make daily life easier, safer, and more comfortable.
Top priorities:
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Reliability (38%)
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Style & design (33%)
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Brand (31%)
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Price or monthly payment (28%)
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Technology & features (24%)
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Safety ratings (22%)
Performance specs like horsepower ranked lower.
Hybrid is growing, EV lags
The engine mix among women buyers shows where the market is headed — and where it isn’t.
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67% gasoline
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27% hybrid + plug-in hybrid
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5% electric
Hybrids remain the dominant step toward electrification, outpacing EVs by more than five to one.
Dream cars vs. driveway cars
Women dream big — but buy practical.
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Top dream brands: Range Rover, Tesla, Jeep, Porsche
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Most-owned brands: Toyota, Honda, Ford, Chevrolet
Dream garages lean luxury. Driveways lean dependable. The gap reflects price, trust, and long-term reliability — not lack of aspiration.
A clear call for change
The GoGoGirlGo Car-Buying Survey highlights a consistent theme: women are informed, prepared, and decisive shoppers. The problem isn’t the cars or the deals — it’s the experience they’re forced to push through to get there.
GoGoGirlGo was created to close this gap through transparent guides, data-backed tools, and real stories that empower women to navigate car buying with confidence.