Women are buying almost half of South Africa’s new cars

Women account for almost 50% of new-vehicle transactions in South Africa, according to Lightstone data reported by Automotive Business Review Buzz. Millennials account for a significant share of female buyers. For dealerships, this is a customer group they cannot afford to overlook. But the headline figure tells us little about the cars women choose, the prices they pay or how they decide which vehicle to buy.

What are buyers looking for?

Buying a car means working out what fits both your needs and your budget. The monthly instalment is one expense, but insurance, fuel, tyres and servicing add to the cost. A buyer who spends hours commuting may look for a fuel-efficient car. A family might need a larger boot and enough room for children. Someone running a small business may need a vehicle that can carry equipment during the week and serve as family transport over the weekend.

These are not necessarily different needs for men and women. The point is that dealerships need to understand the individual customer instead of making assumptions based on age or gender. More detailed sales figures could help show which models and price brackets are popular among female buyers. Speaking to customers would help explain why they choose one vehicle over another.

What happens after the purchase?

The costs continue long after a buyer drives out of the dealership. There are service intervals to keep up with, parts to replace and insurance premiums to pay.

This is where dealerships have another opportunity to keep customers. Clear explanations of finance agreements, honest servicing estimates and straightforward booking processes can make a difference to the ownership experience. It would also be worth asking women who have recently bought cars about their experience. Were the finance options explained properly? Did they get enough information to compare vehicles? Were the running costs discussed before they signed?

The available figures do not tell us whether women have different experiences from men. That would require more research, rather than assumptions about how female customers are treated.

The questions behind the sales figures

Dealers can learn more by looking at their own sales records. Which models are women buying? What price ranges are they choosing? How many return for servicing, and how many come back when it is time to replace their cars? Those answers would give dealerships a clearer picture of their customers and help them decide where to improve their sales and after-sales services.

Women account for almost half of new-vehicle transactions, according to the reported figures. Finding out what drives those purchases is the next step in understanding this part of South Africa’s car market.