Citroën Finds That Almost Half Of Women Say Car Buying Is Tailored Towards Men, While Only 25% Feel Comfortable In Car Showrooms

In a new study of 7,547 drivers, Citroën found that 48% of women believe the showroom retail experience is specifically tailored towards the male audience, with only 25% feeling comfortable asking for help from a member of staff. The survey also highlighted the reliance women place on having access to female members of staff - four times as many women as men said they would primarily seek out a female member of staff when buying a new car in a retailer. Moreover, among the female survey participants who have sought help from male car retail staff, 44% reported feeling patronised when doing so.

One of the themes to emerge from the findings was that younger female buyers feel particularly disadvantaged. Among the 17-24-year-old female category, 59% told Citroën they feel in-person car buying is tailored towards male customers, while 55% of those in the same age bracket say they have felt patronised by car showroom staff. Diversity on car brands’ websites was found to be important for 77% of female drivers, while 64% told Citroën it was important for customers to see people like them across consumer websites and featured in advertising.

Greg Taylor, Managing Director Citroën UK, said: “Citroën values every one of its customers and is committed to making sure that everyone has a positive purchasing experience when visiting the brand, whether in-store or online. We strive to be accessible to all drivers who want to reach us.

“From our focus on accessible pricing and the simplification of our product range to ensuring our retailers can cater to the needs of all customers, we want to make sure everyone is comfortable when visiting a Citroën retailer.”

The study comes as Citroën prepares to launch the New C3 and New ë-C3 in the UK. The New C3 is the brand’s most accessible car in the line-up, especially the electric New ë-C3 with prices starting at just £21,990 OTR MRRP. The all-electric New ë-C3 delivers best-in-class comfort and an easy electric experience, offering incredible value for money. Significantly, the New ë-C3 signals the next chapter for Citroën as the brand reinvents itself to meet the challenges of making all-electric mobility accessible to all. New ë-C3 is the first vehicle from Stellantis to feature the new and cost-efficient BEV-focused ‘Smart Car’ platform delivering up to 199 miles (WLTP Combined Cycle) of driving range, plus, 100kW DC rapid charging capability allows charging from 20-80% in as little as 26 minutes.

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