IRVINE, Calif. -

Domestic or import? The choice may depend on the sex of the shopper.

Research from Kelley Blue Book Market Intelligence based on KBB.com traffic and survey data of more than 13,000 U.S. adults shows considerable differences in the shopping habits of men and women.

In the research, men are more likely to consider vehicles from domestic manufacturers or European luxury brands, while female new-car shoppers are more likely to consider vehicles from an import automaker.

“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,” she said. “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 KBB.com research shows 76 percent of women look for safety features in their next new-vehicle purchase compared to 61 percent of men.”  

According to the research, the top 10 brands among male new-car shoppers, and the increased likelihood men will shop the brand compared to women, is as follows:

Lincoln, 174 percent

Audi, 147 percent

Jaguar, 128 percent

Scion, 128 percent

Cadillac, 119 percent

Chrysler, 106 percent

Buick, 96 percent

Mercedes-Benz, 37 percent

GMC, 30 percent

“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,” noted 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 women,” he said. 

The research also indicated that 33 percent of men are more likely to place greater importance on exterior styling compared to 26 percent of women.

Among female new-car shoppers, the top 10 brands and the increased likelihood women will shop the brand compared to men, is as follows:

Volvo, 119 percent

Infiniti, 97 percent

Fiat, 82 percent

Acura, 61 percent

Nissan, 57 percent

Mitsubishi, 46 percent

Honda, 37 percent

Dodge, 23 percent

Kia, 19 percent

Mazda, 16 percent

“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 men,” said Miranda. “Women are more likely to consider a brand known for value compared to men new-car shoppers.”

In addition to factors like safety and affordability, KBB said its research showed 67 percent of women more likely to consider a fuel-efficient vehicle compared to 48 percent of men.

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