Car Buying Experience: a Citroën UK study reveals gender bias

The automotive industry, traditionally perceived as a male-dominated sector, continues to evolve. In this context, how women experience buying a car is a subject of major interest. Citroën UK recently commissioned an in-depth study that sheds light on a reality still very present: a notable difference in the perception and experience of purchasing a car between men and women. This study, conducted in the United Kingdom, offers an interesting perspective to analyze in light of our current era, characterized by a pursuit of equality, but also considering Citroën's current offering and the pioneering advancements initiated by André Citroën himself. Let's decipher the findings of this survey and their significance for the brand with the double chevron.

Study results reveal bias perceived by women

The conclusions of the study conducted by Citroën UK among over 7,500 drivers are clear and highlight persistent challenges for female customers in automotive retail environments. A key figure immediately stands out: 48% of women surveyed state that the retail sales experience is, in their opinion, biased in favor of men. This feeling of partiality translates into a lack of comfort and a certain reluctance to ask for help. Only 25% of female drivers say they feel comfortable asking dealership staff for assistance. The strong preference for female staff is also significant, with women four times more likely to approach a woman than a man when purchasing a new car. Even worse, among those who sought assistance from male employees, 44% felt treated condescendingly. This feeling of not being taken seriously or being treated with paternalism is particularly strong among younger female buyers. Among 17-24 year olds, 59% believe the in-store buying experience is more geared towards men, and 55% of the same age group report feeling treated condescendingly by dealership staff. These results highlight an apparent dichotomy: while women often play a determining role in household vehicle choice, their dealership experience remains fraught with difficulties. This situation, where actual influence contrasts with the feeling of not being fully considered, is all the more inefficient in a world where gender equality is not only a principle but a strong societal expectation. The study also emphasizes the importance of representation: 77% of female drivers attach importance to diversity on brand websites, and 64% want to see people like themselves in advertisements.

Citroën: between pioneer legacy and current customer-centric strategy

Citroën, since its origins under the visionary impetus of André Citroën, has always shown particular attention to its female clientele. André Citroën was a pioneer in marketing and communication, specifically addressing women in his advertisements, recognizing their role in purchasing decisions long before many of his contemporaries. Beyond communication, he also distinguished himself through his social and industrial initiatives, notably by improving working conditions for women in his factories, offering services such as on-site nurseries or medical care, demonstrating consideration for their well-being and professional integration. This legacy of considering and valuing women is rooted in the brand's DNA. Today, Citroën's offering emphasizes comfort, spaciousness, and ease of use—universally appreciated qualities that particularly well meet the expectations of a diverse clientele, including women, whether they are primary drivers, mothers, or regular users. Models like the C4, C5 X, or even the Ami illustrate this approach focused on onboard well-being and daily convenience. In this context, knowing how to effectively address women, understand their needs, and ensure a positive purchasing experience becomes a major strategic asset for Citroën. Greg Taylor, Managing Director of Citroën UK, also highlighted this commitment: "Citroën places huge value on every one of its customers and is committed to everyone having a positive purchasing experience when they visit Citroën, whether in store or online. We strive to be approachable to every driver who wants to contact us.” He adds: “From our focus on price accessibility and simplification of our product line-up, to ensuring our dealerships are equipped to meet the needs of all customers, we want to ensure everyone feels comfortable when they visit a Citroën retailer.” These statements resonate with the need to create an inclusive and welcoming environment where every customer, regardless of gender, feels respected and well-supported.

The results of this study conducted in the United Kingdom remind us that, despite progress and the affirmation of the principle of gender equality as a fundamental rule, differences in treatment and perceptions of bias persist in certain sectors, including automotive retail. Although the survey does not exclusively focus on Citroën dealerships but explores the buying experience more generally, it holds particular relevance for the brand with the double chevron. Citroën's current offering, focused on comfort, space, and a "feel good" approach to motoring, is intrinsically well-positioned to meet the expectations of a broad customer base, including women, who are often concerned with practicality, safety, and the well-being of all passengers. Knowing how to capitalize on this suitability by ensuring a dealership or online customer experience that is perfectly inclusive, respectful, and free from any perceived bias is therefore a significant growth lever for Citroën. It is a challenge that reconnects with the avant-garde spirit of André Citroën, who, in his time, knew how to identify the importance of specifically addressing women and fully considering them. Ensuring that every customer, male or female, has a positive and equal purchasing experience is not just a matter of ethics or compliance with the values of our time; it is also a strategic imperative for a brand that aims to be popular, close to its customers, and in step with society.