Women blast sexist car buying experience
May 14, 2025 by Siobhan Doyle
Car changing is a big deal
Is car buying still a man’s game? A new study by Citroen reveals that nearly half of women feel the experience isn’t designed for them.
There are deep-rooted gender disparities in the car buying experience, with 48% of women saying that the retail showroom environment still feels tailored primarily for male customers, a new study by Citroen UK has found.
The research, which surveyed 7,547 drivers, found that only one in four women feel comfortable asking for help from showroom staff. In stark contrast, women were four times more likely than men to seek out female staff when buying a car – underlying the value many place on gender representation in automotive retail.
What the study found
Concerns about being patronised were a recurring them:
- 44% of female participants who had interacted with male retail staff reported feeling talked down to during the car buying process.
Younger women felt this most strongly:
- 59% of 17 to 24-year-olds believed the car buying experience caters to men.
- 55% of women in this age group said they had been patronised by showroom staff.
Online representation is also significant:
- 77% of female drivers said diversity on car brand websites is important.
- 64% want to see people like themselves reflected in online imagery and advertising.
Greg Taylor, Managing Director of Citroen UK, responded to the findings by reaffirming the brand’s commitment to inclusive customer experiences: “Citroen values every one of its customers and is committed to making sure that everyone has a positive purchasing experience when visiting the brand, whether in-store or online.”
More findings on gender bias
This backs up Carwow research from 2023 which found that 98% of women are involved in choosing which car to buy, and 90% have an interest in cars. Yet, confidence in the process appears to vary by gender: while 86% of men described themselves as confident car buyers, only 75% of women said the same. Similarly, 83% of men said they enjoy researching cars, compared to 74% of women.
Some attitudes, however, were shared across the board. Men and women were equally likely to dislike haggling and equally open to buying a car online.
But the study also highlighted important differences. Six in 10 female drivers said they felt the car buying process is still geared towards men. Why?
- 62% cited stereotypes about female drivers as a barrier to accessibility.
- Half said the fact that most car dealers are men skews the experience in their favour.
- 30% pointed to male-focused automotive media as a contributing factor.
Insights from the study also revealed that 43% of women have felt patronised by a car salesperson at a dealership – so it’s perhaps no surprise that 53% said they wouldn’t go through the sales process alone.
Car change? Carwow!
Looking for a new set of wheels? With Carwow you can sell your car quickly and for a fair price – as well as find great offers on your next one. Whether you’re looking to buy a car brand new, are after something used or you want to explore car leasing options, Carwow is your one stop shop for new car deals.
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