Women feel unwelcome at car showrooms

A UK survey finds that half of the women involved in car buying believe the experience is tailored towards men.

Results suggest that the motor trade isn’t doing enough to make women feel welcome in showrooms.

In 2023, roughly the same number of women as men held a UK driving licence – 17m vs 18m. Therefore, vast numbers of women are either buying their own car or are responsible for a shared purchase of one.

However, in a recent UK survey undertaken by Citroen, 48 per cent of the women said their car buying experience was suboptimal. Almost as many (44 per cent) said they felt patronised by male sales staff. Only one in four said that they felt comfortable asking for help in a car showroom.

In the same survey, four times as many women as men said they would seek out a female member of staff when buying a new car.

Founder and CEO of Mumsnet, Justine Roberts said: “Citroën’s findings reflect what we’ve consistently heard from Mumsnet users over the years. Women are often stereotyped or patronised during the car buying process and made to feel like outsiders in showrooms. However, 95 per cent say they’re involved in choosing the family car. And almost 40 per cent were wholly responsible for the car purchase.

“It’s not necessarily about overt hostility. Rather it is the accumulation of small, dismissive signals that make women feel undervalued. Users share stories of being talked over or ignored in favour of their male partners.

“They also highlight the lack of female representation in dealerships. It’s something that contributes to the persistence of outdated attitudes.”

Under one-quarter of people involved in the sale of cars in the UK are female.

Mumsnet’s Roberts also said: “Those who fail to create an inclusive environment risk alienating a vital group of female customers. Women are not only influential in purchasing decisions but also increasingly willing to speak out about bad experiences.”

Citroën UK’s MD, Greg Taylor, commented: “Citroën values every one of its customers and is committed to making sure everyone has a positive purchasing experience when visiting the brand.”