Who drives a household's auto-buying decisions? New research shows conflicting views on whether men or women are in the driver's

Who drives a household's auto-buying decisions? New research shows conflicting
           views on whether men or women are in the driver's seat.

PR Newswire

WASHINGTON, Jan. 30, 2013

WASHINGTON, Jan. 30, 2013 /PRNewswire-USNewswire/ -- It turns out that both
genders have the perception that they're the ones "calling the shots" when it
comes to buying an auto, according to a new survey of vehicle owners. A full
72 percent of men believe that they're the ones with the most influence while
60 percent of women believe that they, in fact, are the ones having the most
say. The findings come from last month's Auto Index poll, conducted by Pulse
Opinion Research on behalf of the Alliance of Automobile Manufacturers.

Survey participants had more agreement on who has the influence on specific
aspects of the auto purchase: 85 percent of men and 47 percent of women
believe that men have the upper hand in decision making about engine and
powertrain matters. When it comes to choosing vehicle options, both sexes,
however, believe they have the edge: 70 percent of women and 60 percent of men
say they each have the most influence on picking vehicle options.

This new research also shows that political party affiliation plays a role in
these perceptions. Generally speaking, self-identified democrats are equally
split on who has the influence edge while self-identified republicans say men
have the stronger voice in the purchasing discussion.

Three years ago, an NBCUniversal poll showed that women purchase 60 percent of
all new cars, 53 percent of all used cars, and have some influence on 85
percent of all auto purchases.

"One of our industry's most daunting tasks is meeting the needs of such a wide
range of consumers," said Alliance President and CEO Mitch Bainwol. "And this
research shows why that can be such a complex process: there are a lot of
different voices in so many households. But what's especially impressive
about this data is that it shows what a strong role women play in so many

The polling results also offer a glimpse into perceptions of how the different
genders interact with vehicles long after the consumer has driven off the
showroom lot. For example, 55 percent of those polled said women were more
likely than men to purchase a navigation system to avoid getting lost; 48
percent believe that women use their turn signals more often than men; and 45
percent said that – generally speaking – women keep their cars cleaner than
men do.

Already established data have shown the tremendous impact women have on the
entire auto industry. According to the book "Influence: How Women's Soaring
Economic Power Will Transform Our World for the Better," women influence a
full 85 percent of all car purchases – worth more than $80 billion every year.

All told, data show that women spend $300 billion on vehicles annually, and
outnumber men in terms of having driver's licenses: 105.7 million women have
driver's licenses – 1.4 million more than men.

The Auto Index data is gathered monthly by Pulse Opinion Research, which
conducts a national telephone survey of 5,000 automobile owners. The Auto
Alliance regularly releases timely and topical findings on auto consumer
attitudes, and releases complete findings twice a year.

Learn more about women's impact on the auto world here:


The Alliance of Automobile Manufacturers is a trade association of 12 car and
light truck manufacturers including BMW Group, Chrysler Group LLC, Ford Motor
Company, General Motors, Jaguar Land Rover, Mazda, Mercedes-Benz USA,
Mitsubishi Motors, Porsche Cars North America, Toyota, Volkswagen Group of
America and Volvo Car Corporation. Learn more at www.autoalliance.org.

SOURCE Alliance of Automobile Manufacturers

Website: http://www.autoalliance.org
Contact: Wade Newton, +1-202-326-5571
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