2025 Women & Car-Buying Survey

Insights from 1,000+ U.S. women who purchased or leased a car in the last five years.

90%

like the car they bought

31%

say they were talked down to

74%

did not fully trust their sales person

38%

rank reliability as their top priority

1 in 4

think gender impacted experience

Women love their cars — but not their experience

Survey results - 90% of women love their car but 31% felt talked down while buying it.

Most women walk away loving the car they chose, but not the way they had to buy it.

Data Highlights:

90% like or love the car they bought.
31% felt talked down to or not taken seriously.
47% of highly confident women still experienced stereotypes.

Insight: Women know what they’re doing. The disconnect is not about confidence. It’s about how they’re treated once they walk into the dealership.

The pink tax and how women see it

Bias still drives up the cost of doing business. From being talked over to being offered worse deals, the experience gap is real.

Data Highlights:

How women see their car deal:

26% believe they’ve been charged more or offered worse terms because of their gender.
62% felt talked down to or not taken seriously.
38% brought someone else (usually male) to avoid bias

Insight: The most expensive part of car buying might be invisible — the price of being underestimated.

What women want most in a car

Forget flashy horsepower or heated cupholders — women care most about the fundamentals. When asked what matters most in a car purchase, reliability topped the list, followed closely by safety and reliability.

Data Highlights:

What Women Want Most in a Car (up to three selections allowed):

Reliability – 38%
Style and design – 33%
Brand – 31%
Price – 28%
Technology and features – 24

Insight: Women want a dependable car that reflects who they are. It's all about style and substance on wheels. Learn more with the Top 10 Things Women Look for in a Car.

The engine mix

Infographic of what's going on in the tank -gas - 67%, hybrid - 27%, EV - 5%

Forget flashy horsepower or heated cupholders — women care most about the fundamentals. When asked what matters most in a car purchase, affordability topped the list, followed closely by safety and reliability.

Data highlights

67% gasoline
27% hybrid + PHEV
5% EV

Insight: Hybrid-electric is five times more popular than EVs among women. Could it be the reliability and safety, not to mention the convenience of charging on the road, has women skeptical of fully electric vehicles to be ready for their lifestyles.

Trust in the salesperson

Women don’t walk into dealerships unprepared. Most arrive confident, informed, and ready — yet that doesn’t always translate into being treated fairly.

Data Highlights:

Do you trust the person who sold you the car??

30% trusted their salesperson
43% moderately trusted them
27% did not trust

Insight: With ~70% not fully trusting their sales people, women believe in the purchase more than the people selling it.

Budgeting and price

Price expectations infographic - 72% satyed on budget, 17% went over, 11% were under.

Women aren’t guessing when it comes to money. They’re budgeting with intention. And in an industry often known for surprises, women’s financial expectations are remarkably aligned with reality.

Data highlights:

72% stayed on budget
17% went over
11% came in under
59% said the final price was exactly what they expected
Only 5% felt they overpaid

Insight: Women buy wisely — and usually right on budget, even if industry data shows an upcharge on what we pay. The issue isn’t whether they got a fair deal. It’s everything they had to navigate to get there.

Types of cars

When it comes to the cars women actually buy, one thing is clear: we’re living in the era of the SUV.

Our survey shows that most women choose what fits their real lives — not a fantasy version of them. Space for kids, dogs, weekend trips, gear, groceries, and everything in between makes SUVs and crossovers the go-to choice.

Data Highlights:

56% drive an SUV or crossover
23% drive a sedan
10% drive a pickup
The rest are split across minivans, hatchbacks, and specialty vehicles

Insight: SUVs dominate for a reason. Women aren’t buying the biggest or flashiest cars — they’re buying the cars that make everyday life easier, safer, and more flexible. Practicality wins, but without sacrificing comfort or confidence on the road.

Dream Cars vs. Driveway Cars

Our dreams may run on luxury fuel, but our driveways tell a story of practicality. Women’s dream cars skew aspirational — but their actual purchases are reliable and grounded.

Data Highlights:

Top Dream Brands: Range Rover (22%), Tesla (18%), Jeep (15%), Porsche (9%), Toyota (7%)
Most-Owned Brands: Toyota (22%), Honda (18%), Ford (11%), Chevrolet (8%), Hyndai (5%)

Insight: Dream garages lean luxury; driveways lean practical.

Methodology

Survey conducted via SurveyMonkey in September 2024 among 1,121 U.S. women aged 20–65 who purchased a new or used vehicle within the past five years. Responses were weighted to reflect geographic and age distribution across the United States.