Citroën UK has released new research revealing significant challenges still faced by female drivers when buying a car, with nearly half stating that the retail experience is geared more towards men.

The study, which surveyed 7,547 UK drivers, found that 48% of women believe showrooms are designed with male customers in mind. Only 25% of female respondents said they felt comfortable asking for help from a member of staff.

The issue of representation was particularly pronounced, with four times as many women as men saying they would prefer to deal with a female member of staff when purchasing a car. Among those who sought help from male retail staff, 44% reported feeling patronised.

Younger women were identified as the group most likely to feel disadvantaged. In the 17-24 age group, 59% said they felt the in-person car buying process catered more to men, while 55% had felt patronised in a showroom.

The findings also pointed to the importance of diversity in online presentation, with 77% of female drivers saying that brand websites should reflect a wide range of customers. More than six in ten (64%) said they want to see people like themselves represented online and in advertising.

Greg Taylor, managing director of Citroën UK, said: “Citroën values every one of its customers and is committed to making sure that everyone has a positive purchasing experience when visiting the brand, whether in-store or online. We strive to be accessible to all drivers who want to reach us. From our focus on accessible pricing and the simplification of our product range to ensuring our retailers can cater to the needs of all customers, we want to make sure everyone is comfortable when visiting a Citroën retailer.”