The aim of this study is to research, analyze, and forecast the influence of women customers on the automotive aftermarket in North America for the period 2016–2022. Changes in the car buying and maintenance behavior of women indicate a need for the automotive aftermarket to initiate and implement a change in its strategy to attract and retain women customers. Several factors—such as women comprising 60%–70% of the customers at repair, influencing more than 90% of all car-related decisions, and keeping their cars longer than men—need to be considered by the automotive aftermarket. Increasing purchasing power and social media usage by women are also factors that the aftermarket needs to integrate into its strategy.

Key Questions This Study Will Answer
  • What are the shifts in car ownership and registration patterns by gender globally, and especially in the United States?
  • What are the preferences of women with regard to vehicle maintenance, channel, medium of research and booking, and brand selection?
  • What are the factors influencing women while making an aftermarket purchase?
  • What are the significant differences between men and women with regard to general vehicle maintenance behavior and pattern?
  • How will the different value chain participants?including distributors, retailers, and installers?evolve to cater to women customers?