Strategic Analysis of Women Customers in the North American Automotive Aftermarket 

Strategic Analysis of Women Customers in the North American Automotive Aftermarket 

  • May 2016 •
  • 55 pages •
  • Report ID: 3889724 •
  • Format: PDF
Strategic Analysis of Women Customers in the North American Automotive Aftermarket : Growing Number of Women Drivers Create New Opportunities

The aim of this study is to research, analyze, and forecast the influence of women customers on the automotive aftermarket in North America for the period 2016–2022. Changes in the car buying and maintenance behavior of women indicate a need for the automotive aftermarket to initiate and implement a change in its strategy to attract and retain women customers. Several factors—such as women comprising 60%–70% of the customers at repair, influencing more than 90% of all car-related decisions, and keeping their cars longer than men—need to be considered by the automotive aftermarket. Increasing purchasing power and social media usage by women are also factors that the aftermarket needs to integrate into its strategy.

Executive Summary—Key Findings

The rising number of women drivers is making aftermarket competitors create more female-friendly stores and service environment

Nearly % of the light vehicle licensees in developed countries are female; in the United States, this is over %. The higher number of women car purchasers among millennials is expected to continue to drive the demographic shift and change in customer base.

Women vehicle owners in the United States tend to drive more SUVs and vans compared to men. A Frost & Sullivan survey also shows that % more women tend to drive older cars than men do, implying that women-owned cars may need more maintenance.

Women rely more on technician advice and have less knowledge of maintenance schedule. The survey shows that female reliance on previous maintenance experience drives service location choice—meaning, they tend to be loyal and appreciate quality work.

Women dominate in customer segments, showing high channel loyalty. Dealer loyalists and technician-reliant customer segments skew higher toward women, the survey finds. Increase in female staff and kid-friendly spaces are some strategies being adopted by aftermarket competitors. Pep Boys and smaller independent US repair shops/chains are leading in the women-friendly aftermarket.


Key Questions This Study Will Answer

- What are the shifts in car ownership and registration patterns by gender globally, and especially in the United States?
- What are the preferences of women with regard to vehicle maintenance, channel, medium of research and booking, and brand selection?
- What are the factors influencing women while making an aftermarket purchase?
- What are the significant differences between men and women with regard to general vehicle maintenance behavior and pattern?
- How will the different value chain participants?including distributors, retailers, and installers?evolve to cater to women customers?