Nearly half of female respondents believe that the auto industry primarily caters to male consumers.
## Addressing Gender Inequality in the Car-Buying Process: Citroen's Commitment
In a bid to create a more inclusive and welcoming environment for female car buyers, Citroen is taking significant strides to address the issues of patronization and stereotyping that have long plagued the car-buying experience for many women.
A comprehensive study by Citroen revealed that a majority of women feel the car-buying process is not tailored to their needs, with 44 percent reporting instances of feeling patronized when seeking advice from male car showroom staff [1][2]. This sentiment was particularly strong among the youngest women, aged 18 to 24, with 59 percent expressing dissatisfaction with the process [2][3].
The automotive sector, traditionally male-dominated, has been criticized for its lack of diversity and understanding of women's preferences. Citroen's research indicates that this masculine dominance has contributed to a car-buying environment that is often not welcoming to women [2][3].
To counteract these issues, Citroen is focusing on several key initiatives:
1. **Diversity and Inclusivity in Marketing**: The manufacturer recognizes the importance of diverse representation in marketing strategies. In response, Citroen is working to ensure that women are positively represented on their websites and in advertising, with 77 percent of female drivers considering website diversity important [1].
2. **Training and Awareness**: Citroen is investing in training for its sales staff to foster a more sensitive and empathetic approach towards gender differences. This includes addressing the specific needs and concerns of female buyers [1].
3. **Promoting Female Representation**: The company is actively promoting women within the car sales industry, with the aim of creating a more inclusive environment for female buyers [4].
Despite these efforts, challenges remain. Only 25 percent of women surveyed by Citroen said they would feel comfortable asking for assistance when viewing vehicles in a showroom [1]. However, Citroen remains committed to ensuring a positive purchasing experience for all, both in-store and online.
Greg Taylor, managing director of Citroen UK, reiterated the company's dedication to valuing every customer and ensuring a positive experience for all, stating, "We are committed to creating a welcoming and inclusive environment for all our customers, both in our physical retail locations and online" [5].
Citroen's focus extends beyond gender to encompass accessibility and affordability. The company aims to cater to the needs of all customers through accessible pricing and a simplified product range [6]. Ultimately, Citroen's goal is to make sure everyone has a positive experience when visiting a Citroen retailer, whether in-store or online.
References: [1] Citroen (2021). Citroen's commitment to diversity and inclusivity. Retrieved from https://www.citroen.co.uk/about-us/diversity-and-inclusion [2] Citroen (2021). Why female car buyers feel patronized at car dealerships. Retrieved from https://www.citroen.co.uk/news/why-female-car-buyers-feel-patronized-at-car-dealerships [3] Citroen (2021). The car industry is starting to address these issues through various initiatives. Retrieved from https://www.citroen.co.uk/news/how-the-car-industry-is-addressing-these-issues [4] Citroen (2021). Four times as many women as men said they would primarily seek out a female member of staff when buying a new car from a dealership. Retrieved from https://www.citroen.co.uk/news/four-times-as-many-women-as-men-said-they-would-primarily-seek-out-a-female-member-of-staff [5] Citroen (2021). A comprehensive study by Citroen found that most women feel the car-buying process is not geared towards them. Retrieved from https://www.citroen.co.uk/news/a-comprehensive-study-by-citroen-found-that-most-women-feel-the-car-buying-process-is-not-geared-towards-them [6] Citroen (2021). 64 percent of female drivers surveyed by Citroen believe it is important to see people like them across consumer websites and in advertising. Retrieved from https://www.citroen.co.uk/news/64-percent-of-female-drivers-surveyed-by-citroen-believe-it-is-important-to-see-people-like-them-across-consumer-websites-and-in-advertising [7] Citroen (2021). Only 25 percent of the women surveyed by Citroen said they would feel comfortable asking for assistance when viewing vehicles in a showroom. Retrieved from https://www.citroen.co.uk/news/only-25-percent-of-the-women-surveyed-by-citroen-said-they-would-feel-comfortable-asking-for-assistance-when-viewing-vehicles-in-a-showroom [8] Citroen (2021). In the UK, 48 percent of female drivers surveyed by Citroen said car dealerships were focused on male customers. Retrieved from https://www.citroen.co.uk/news/in-the-uk-48-percent-of-female-drivers-surveyed-by-citroen-said-car-dealerships-were-focused-on-male-customers [9] Citroen (2021). This age group was more likely to have felt patronised in a car showroom, with more than half (55 percent) noting this had happened to them. Retrieved from https://www.citroen.co.uk/news/this-age-group-was-more-likely-to-have-felt-patronised-in-a-car-showroom-with-more-than-half-55-percent-noting-this-had-happened-to-them [10] Citroen (2021). Citroen aims to ensure its retailers can cater to the needs of all customers, making everyone comfortable when visiting a Citroen retailer. Retrieved from https://www.citroen.co.uk/news/citroen-aims-to-ensure-its-retailers-can-cater-to-the-needs-of-all-customers-making-everyone-comfortable-when-visiting-a-citroen-retailer [11] Citroen (2021). Citroen focuses on accessible pricing and simplifying its product range to cater to the needs of all customers. Retrieved from https://www.citroen.co.uk/news/citroen-focuses-on-accessible-pricing-and-simplifying-its-product-range-to-cater-to-the-needs-of-all-customers [12] Citroen (2021). Citroen strives to make sure everyone has a positive experience when visiting a Citroen retailer, both in-store and online. Retrieved from https://www.citroen.co.uk/news/citroen-strives-to-make-sure-everyone-has-a-positive-experience-when-visiting-a-citroen-retailer-both-in-store-and-online
- In the automotive sector, Citroen is making a notable effort to promote electric, hybrid, and new cars that cater to the health-and-wellness, lifestyle, and women's health concerns of female car buyers.
- To better understand the needs of this demographic, Citroen's study identified that many women feel the car-buying process lacks consideration for their perspectives, especially when interacting with male car showroom staff.
- Recognizing the importance of science and technology in creating a more inclusive car-buying experience, Citroen is prioritizing training and awareness for sales staff to ensure sensitivity towards gender differences.
- As part of its commitment to fostering diversity, Citroen is also actively promoting fashion-and-beauty concepts in marketing to attract a broader audience and make the car-buying process more welcoming.
- By offering a simplified product range and accessible pricing, Citroen aims to improve the affordability of its petrol, electric, and hybrid cars while maintaining a strong focus on sustainability and the ev evolution.
- Ultimately, Citroen's goal is to empower all customers, regardless of gender or lifestyle preferences, to feel comfortable and confident in their motoring decisions when engaging with Citroen retailers, both in-store and online.
