The motor trade isn’t doing enough to make women feel welcome when they’re buying a car, according to new research.

In 2023, almost 17 million women held a UK driving licence, compared with almost 18 million men, and many women buy their own car or are responsible for a shared purchase of one.

Yet in a recent survey of 7500 drivers by Citroën UK, nearly half of the women asked (48%) said their car buying experience was tailored towards male customers. Nearly as many (44%) said they felt patronised by male sales staff and only 25% said they felt comfortable asking for help in a car showroom.

Another result from the survey that should be a cause for concern for a male-dominated industry is that four times as many women as men said they would seek out a female member of staff when buying a new car.

These findings won’t surprise those car buyers who take to Mumsnet, a leading parenting forum, to express their frustration about car dealerships.

Founder and CEO Justine Roberts said: “Citroën’s findings reflect what we’ve consistently heard from Mumsnet users over the years: that women are often stereotyped or patronised during the buying process and made to feel like outsiders in car showrooms. However, 95% say they’re involved in choosing the family car, with 39% wholly responsible for the purchase.

“It’s not necessarily about overt hostility but rather 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also highlight the lack of female representation in dealerships – something which contributes to the persistence of outdated attitudes.”

According to the Institute of the Motor Industry (IMI), barely a quarter of people involved in the sale of cars and commercial vehicles in this country are female.

A spokesperson said: “The challenge is that women don’t see people who look like them when they go into a car dealership, because there is a significant gender gap in the automotive sector.

“The IMI is helping employers make the sector more attractive to women through its ‘There’s More to Motor’ awareness campaign. This is designed to help more people see the fantastic career opportunities in automotive and showcase women already working in the sector. Many employers report positive responses to recruitment campaigns.”

Mumsnet’s Roberts has a clear message for all dealers who get it wrong: “Those who fail to create an inclusive environment risk alienating a vital group of female customers who are not only infl uential in purchasing decisions but also increasingly willing to speak out about bad experiences.”

Responding to the results of the Citroën UK survey, managing director Greg Taylor said: “Citroën values every one of its customers and is committed to making sure everyone has a positive purchasing experience when visiting the brand.”

A dealership with a female focus

One car dealership determined to counter the trend is Wink Cars, based in Tipton, West Midlands. Founded in 2021 by footballing friends Jo Smith, a sales executive who previously worked for dealer groups including Pendragon, and Jodie Barber, a former beautician, its mission is to offer female car buyers a more welcoming car buying experience.

The pair told Autocar they sell around 25 used cars per month.

“Women feel more confi dent buying from another female,” said Smith. “Showrooms can be intimidating, but our customers – men as well as women – tell us they feel more comfortable buying from us.”

However, Smith and Barber do believe that dealerships are trying to be relaxing places and beginning to realise the value women can bring to them.

“There’s a drive to have more women on the showroom floor,” said Barber. “There are opportunities for those women prepared to give the industry a try.”