Men are the major car buyers in the United States. They buy about 63% of all new vehicles sold. And while men tease women about being emotional, impractical, and intuitive, these roles are often exchanged in the purchase of automobiles. Here it is the woman who is makes logical and practical choices while the man often bases his selection more on vanity desires than practicality.
Consider for instance, engines. The larger the engine, the more gas required to operate it. Therefore, to realize fuel economy, one needs to purchase a car equipped with a small engine. But men don't like to do this. In spite of fuel costs, men tend to opt for the big engine. As one man stated, "Four cylinders is only half an engine."
The five most popular vehicles purchased by men had a 372 horsepower rating. And what does all that power mean? There is a psychological connotation here. Heavy-duty power is masculine. Subconsciously there is an association between engine power and personal power. So the man driving the high powered automobile feels powerful. Whereas, a four cylinder car can make him feel like a wimp. To males, a car isn't just a car, it is a status symbol.
Men are highly visual animals. So they are attracted by the appearance of a vehicle. They love leather interiors, power windows, and sleek designs. Although women like a little flair, it is a low priority.
When Henry Ford supposedly said that the American public could have any color car they wanted as long as it was black, people attributed this remark to his eccentricity. However, even though Ford was eccentric, it may have been Ford's gender that prompted that idea. For men gravitate to black cars and especially matte black. They also like gray if it is not too shiny. The male also favors alloy wheels and power windows.
Men are also attracted to high performance cars. The faster it can accelerate from 0 to 60 miles per hour, the more desirable the car. A man's car has to handle well on the road and be fast. The luxury car with the highest male ownership is the Audi RS4, which can go from 0 to 62 miles per hour in forty-eight seconds. The brand cars that have sold the best to men are: Dodge, Lincoln, Jaguar, Porsche, Infiniti.
State of the art accessories are on the man's list of preferences. A quality stereo is important.
When price is under consideration, men will spend more on a car than women. Women hardly ever exceed the $40,000 mark. Men buy as high as they can afford or get financed.
Men even admit to emotional purchase of cars in mid-life crisis. A desire for an impractical car is an accompaniment to middle age. And some men feel that materialistic possessions are a way of feeling good about your self. The blues of aging creates a need to feel good about yourself. And a brand new car is the ultimate materialistic possession. A typical car that pilots one through the period of aging blues, has a powerful engine, is extremely attractive, and is envied by your friends. Red is a desirable color.
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