Guys like luxury, and women like imports when it comes to new-car buying, according to a study by Kelley Blue Book. Five out of the 10 brands men were most likely to shop for were domestic, with Lincoln topping the charts. Men are 174 percent more likely to shop for the American luxury brand than women. On the other hand, of the 10 brands women are most likely to shop for, only one – Dodge – was domestic. Women are also 119 percent more likely to search for Volvo than their male counterparts.

The reasons range from pragmatic to idealistic. When considering KBB research that shows 76 percent of women look for safety features in their next new car, it makes sense that they would shop for Volvos, which are commonly regarded as being incredibly safe vehicles. On the same note, 61 percent of men look for safety in their next vehicle, but Volvo still didn't appear in the men's list. That's not to say Lincolns aren't safe (they also perform well in crash tests), but KBB reports that older men gravitate toward Lincoln because that's what they grew up with.

Men also place more weight on exterior styling and much less on affordability and fuel efficiency than women, which helps to explain why Audi and Jaguar found their way into the second and third spots on the men's list. The same goes for Infiniti and Fiat for women, which came in second and third on their list.

Be sure to visit the press release below for the rest of KBB's findings, and let us know if you agree or disagree with the findings, in Comments.
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Male New-Car Shoppers Prefer Luxury Automakers While Females Favor Import Brands, Reports Kelley Blue Book

Men More Likely To Consider Lincoln, Women Prefer Volvo According to

IRVINE, Calif., Aug. 20, 2013 /PRNewswire/ -- When it comes to buying a new car, men and women have different car shopping characteristics according to Kelley Blue Book, the leading provider of new and used car information. Research from Kelley Blue Book Market Intelligence based on traffic and survey data of more than 13,000 U.S. adults show men are more likely to consider a vehicle from domestic American manufacturers or European luxury brands, while female new-car shoppers are more likely to consider a vehicle from an import automaker.

Traffic data from reveals men are 174 percent more likely to shop for a new Lincoln model compared to women on the site. On the other hand, women are 119 percent more likely to shop for a new Volvo model compared to men.

"Like comparing apples to oranges, men and women have different factors of importance when choosing a vehicle, influencing their brand research based on qualities that matter the most to them," said Diana Duque-Miranda, senior manager for Kelley Blue Book Market Intelligence. "For instance, older men gravitate toward Lincoln as many of them grew up with the long-standing automaker as an aspirational brand. Conversely, more women are attracted to Volvo than male shoppers, and more likely to consider Asian manufacturers like Honda, Acura and Nissan that are traditionally known for high safety ratings, as research shows 76 percent of women look for safety features in their next new-vehicle purchase compared to 61 percent of men1."

Top 10 Brands among Male New-Car Shoppers

Make: Increased Likelihood of Men to Shop the Brand Compared to Women on*

Lincoln: 174%
Audi: 147%
Jaguar: 128%
Scion: 128%
Cadillac: 119%
Chrysler: 106%
Buick: 96%
Mercedes-Benz: 37%
Smart: 37%
GMC: 30%

*Data sourced from January 2013 – June 2013.

"Brands with a rich heritage, such as Lincoln, Buick, Cadillac and Mercedes-Benz, tend to draw the attention of older men more than younger men or even women," said Arthur Henry, manager of Kelley Blue Book Market Intelligence. "Brands that promote themselves as being 'rugged' tend to draw the interest of men of all ages, as 28 percent of men are more likely to shop for a new vehicle that have this factor compared to 19 percent of women1. For example, GMC attracts those who work in manual labor industries, including construction."

Furthermore, 33 percent of men are more likely to place greater importance on exterior styling compared to 26 percent of women1, as significantly more men research the brands that are known for bold styling like Audi and Jaguar.

Top 10 Brands among Female New-Car Shoppers

Make: Increased Likelihood of Women to Shop the Brand Compared to Men on*

Volvo: 119%
Infiniti: 97%
FIAT: 82%
Acura: 61%
Nissan: 57%
Mitsubishi: 46%
Honda: 37%
Dodge: 23%
Kia: 19%
Mazda: 16%

*Data sourced from January 2013 – June 2013 .

"Women car shoppers are much more financially conscious than men, as 72 percent of women are more likely to consider affordability in their next purchase compared to 50 percent of men1," said Miranda. "Women are more likely to consider a brand known for value compared to men new-car shoppers, which translates to more women shopping Honda, Kia and Mazda for more bang for their buck."

In addition to factors like safety and affordability, 67 percent of women are more likely to consider a fuel-efficient vehicle compared to 48 percent of men.1 Subsequently, women are more likely to consider fuel-efficient brands like FIAT, Acura, Nissan, Honda, Kia and Mazda compared to men shoppers.

For more information and news from Kelley Blue Book's, visit, follow us on Twitter at (or @kelleybluebook), like our page on Facebook at, and get updates on Google+ at

1 Kelley Blue Book Market Intelligence BrandWatch Study Q1 2013

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    • 1 Second Ago
      • 2 Years Ago
      ...all other prefer luxury imports
      • 2 Years Ago
      Who are these salarymen/women who get paid to do these stupid surveys? Social loafers/morons.
      • 2 Years Ago
      • 2 Years Ago
      It's good to know I'm neither a man nor a woman. I'm content with my Ford Focus Hatchback.
      Telebrand Pk
      • 11 Months Ago

      nice presented car's importing

      thank'x for post it

      Slick Willy
      • 2 Years Ago
      Lincoln really? They still make cars!
      • 2 Years Ago
      I agree with boardin85 below: Autoblog completely misunderstood the conclusion of the study/report. These aren't the TOP 10 brands being searched by men and women; rather they're the brands with the greatest disparity between men and women searching them. This means that there were probably 5 women that searched for Lincoln and a whopping 14 men that did the same (I'm not talking ratio here - I'm sure that was the total count). In any case, Autoblog needs to revisit how this article is written.
        • 2 Years Ago
        Thanks for the clarification! This made no sense at all until you read the press release. The top 10 is the disparity between men and women, not the most shopped/researched.
        Mutomi Sconi
        • 2 Years Ago
        they're bloggers, not journalists, they're allowed to make stuff up
      • 2 Years Ago
      My fiance loves Volvo, but she won't touch any newer ones now that they have Ford parts. She's heard that since then their reliability has turned to crap. I don't if that's the "Ford parts" or not, but from the research I've seen the newer Volvo's don't sound very reliable at all. Either way, LOL@Lincoln being luxury. What's wrong with the men in this survey? Were they all 70+?
        • 2 Years Ago
        Um, 2002 called, they want you're really old information about Volvo that actually doesn't exist anymore back.
      • 2 Years Ago
      Weak attempt at boosting Lincoln sales..... Tell people it's what everyone else is doing expecting a "Bandwagon" response. Sorry, nice try. Lincoln is failing.
        • 2 Years Ago
        It's entirely too early to call Lincoln failing. They barely have one all-new model on the market. Lincoln is actually doing fine considering it has just that one all-new model and that model had a late sales start due to production delays. Another plus for Linc is that the MKZ has been selling well without those big incentives many other domestics have. Their next all-new model, the MKC, will likely add as much or more sales to the Lincoln brand than the MKZ and then several other models are still to come.
      • 2 Years Ago
      Luxury cars... Maybe in 30 years when I'm 60. Till then, I prefer to feel how the car connects to the road. It doesn't have to even be fast, just needs personality to exchange with.
      • 2 Years Ago
      Licoln is not dead. If it were, it would be. It may not be doing well, however to call it dead is an ignorant comment based on what a person doesn\'t know. Considering what Lincoln once was, I hope they make a comeback. If it\'s American, then let\'s hope for the better, instead of bashing them. Duuuuh \"Lincoln really? They still make cars!\"
        • 2 Years Ago
        Like you, more than half the people here didn't read the %$#@ story !
        Slick Willy
        • 2 Years Ago
        They don't make a real rear wheel drive car like Cadillac, cars that "Real" car guys want to drive!! Really!!
          • 2 Years Ago
          @Slick Willy
          Wow, like Audi? Like the successful Cadillac SRX or XTS? Maybe you meant the forthcoming BMW 1-Series, or the Mercedes CLA? Fact is, "Real" car guys like us represent a very, very small slice of the market. Most people barely know they have four wheels on the car, let alone the FWD/RWD/AWD. "Real" car guys do not matter to the overall success of most brands/nameplates. Toyota did quite well for quite a long time adhering to this philosophy. That said, thank God for the handful of manufacturers that still make cars for "Real" car guys!
          • 2 Years Ago
          @Slick Willy
          I agree. I totally dig what GM is doing with Cadillac. They\'re adapting to the formula used by MB, BMW and Audi. I think Ford dropped the ball on that adaption, however think they\'ve realized this screw up and are addressing, which is to say, why Lincoln is not dead. Can you imagine 2 American competitors to the Germans?
      • 2 Years Ago
      There is no explanation for this other than Lincoln paying KBB to write it.
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