Data shows that Tesla is having a more difficult time convincing women to buy its vehicles than competitors in the premium segment.
Is it a Tesla problem or an electric car problem and how could they change that?
According to data from Edmunds via USA Today, 69% of Tesla vehicles in the first quarter of 2019 were registered by men versus only 31% by women.
While men do buy more premium vehicles than women on average, Tesla’s mix is worse than all other brands in the segment:
- Lexus: 51% men, 49% women
- Acura: 54% men, 46% women
- Lincoln: 56% men, 44% women
- Mercedes-Benz: 57% men, 43% women
- Cadillac: 58% men, 42% women
- BMW: 60% men, 40% women
However, when breaking down the brands and looking at specific electric cars, the mix of men and women buyers are much more similar to Tesla’s:
- Chevrolet Bolt EV: 69% men, 31% women
- Nissan Leaf: 66% men, 34% women
This might indicate that the difficulty appealing to women is broader than just with Tesla, and could apply to the greater electric vehicle market in the U.S.