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Study: women like small cars and pickups

November 22, 2010
Female drivers opt for very small, fuel-efficient vehicles or for very large, work-related vehicles like pickup trucks, according to preferences tracked by, a consumer-automotive publication. 
The brand preference study also shows women favor Ford nearly 40 percent more than the next closest brand, Toyota. Despite efforts by General Motors and Nissan to increase their market share among women, with more ads depicting females in the driver's seat, said in a statement that their results have been "poor."
"This week (GM) claimed that their emphasis in coming years would be on the development of more trucks and SUVs, while cutting their small car products, and production. That doesn't make sense at all, given the clear market trends," said co-publisher Brian Leshon. "Their decisions are screwy."
Women, the study found, believe the United States should use less gasoline, which leads to support for small cars. 
But they also favor large vehicles. "We see that more as a purpose-driven choice," said chief editor Sandra Kinsler.
"They need to carry lots of people and, as they move into more traditionally male-run businesses, they need the same kind of work vehicles," Kinsler said.
With 1.5 million annual readers, reaches nearly 25 percent of women who will buy a new car in 2005. The publication contains reviews, car-shopping how-tos, maintenance and safety.