Driving Family Decisions: A Look at What Moms and Dads Value Most in a Vehicle
When choosing a family vehicle, do moms and dads often take slightly different roads? A recent Mazda survey of 1,776 parents and guardians with children under 18 at home sheds some light on how these different parenting roles can influence family car purchases.
The Mazda range of family-friendly vehicles are designed with the diverse needs of families in mind. Let’s take a look at some of the factors that influence family car purchases, and how Mazda vehicles meet those needs.
Moms and dads primarily share concerns when behind the wheel
When asked about the challenges of driving with children, both moms and dads were largely in agreement. For example, 64% of moms and 62% of dads agreed with the statement, “I am more anxious when I drive with my children in the car,” and 90% percent of moms and 87% of dads selected that they agree with the statement, "I drive more cautiously when my children are in the car."
Similarly, roughly the same percentage — 77% of moms and 78% of dads — selected that they agreed with the statement, “Driving with my children in the car comes with additional challenges and concerns.”
And when asked what top three situations concerned parents the most, the following were most commonly selected by all parents:
1. 53%: Children’s safety in case of an accident
2. 43%: Drivers’ behavior and road conditions
3. Tied at 32%: Keeping children entertained while driving and managing children's behavior and distractions.
Some differences did emerge between moms and dads when asked about the situations that concerned them most. Of the parents who agreed that driving with their children comes with additional challenges and concerns:
• Dads were 75% more likely than moms to select managing frequent bathroom breaks as one of the top three concerns (14% vs. 8%).
• Dads were also 29% more likely than moms to select keeping children entertained while driving as one of the top three situations of concern (36% vs. 28%).
• Moms were 30% more likely than dads to select other drivers’ behavior and road conditions as one of their top three concerns (48% vs. 37%).
• Moms were 23% more likely than dads to select focusing on driving with crying or upset children as one of the top concerns (27% vs. 22%).
• Moms were 9% more likely than dads to select children's safety in the case of an accident as one of the top concerns (58% vs. 53%).
These responses may suggest that moms tend to focus more on safety and emotional caregiving while on the road, while dads are more concerned with logistical issues like bathroom breaks and keeping children entertained.
More importantly, though, it’s clear that both moms and dads reflect a shared recognition of the added responsibility and caution that comes with family driving. They also face concerns about keeping children entertained and happy while in the car.
Moms and dads frequently drive the same type of vehicle when driving their kids
The survey also showed that moms and dads tend to overlap in terms of what kinds of vehicles they drive when their kids are in the car and that both moms and dads tend to prioritize vehicles that balance efficiency, space, and comfort for their families.
Namely, when asked, “Which type of vehicle are you most likely to drive when you are with your children?” responses from moms and dads showed they shared the following favorites.
• Of the available choices, moms most frequently selected sedans (31%), followed by 2-row SUVs or crossovers (24%) and 3-row SUVs or crossovers (19%).
• Dads echoed these top picks, albeit with slightly different numbers: sedans (28%), 2-row SUVs (25%), and 3-row SUVs (16%).
Where dads stood apart was in their affinity for vehicles that lean more toward personal expression or utility. Albeit a small percentage of the overall survey population, fathers were 120% more likely than mothers to drive a pickup truck with their children (11% vs. 5%) and 50% more likely to select that they opt for a sports car (6% vs. 4%).
These differences suggest that dads may be more likely to factor in the versatility and performance of the cars they drive, even when choosing which car they take to, say, pick up their kids from school.
How the car buying process differs for moms and dads
Where do moms and dads do their research before making a car purchase?
When asked how important safety ratings from organizations like the Insurance Institute for Highway Safety (IIHS) or the National Highway Traffic Safety Administration (NHTSA) were when purchasing their current family vehicle, the vast majority (84%) of all parents selected that ratings from these organizations were an important factor in their decision-making process.
When breaking this down into preferences for moms and dads, there was no answer of statistical difference:
• 83% of moms and 84% of dads selected that these ratings were important
• 14% of moms and 13% of dads selected that they felt neutral about these ratings
• 2% of moms and 3% of dads, selected that these ratings were not important
These results make it exceedingly clear that vehicle safety is a top concern for all parents, and that the vast majority of both moms and dads turn to organizations like the IIHS and NHTSA to see what cars are highly rated in safety. The 2025 Mazda CX-90, CX-90 PHEV, CX-70, CX-70 PHEV, CX-50, CX-50 Hybrid, CX-30, Mazda3 Sedan, and Mazda3 Hatchback have all earned a 2025 IIHS TOP SAFETY PICK+, making them perfect options for parents concerned about safety.
Of course, the IIHS and NHTSA are not the only sources of information that parents turn to when making a car-buying decision for their families.
When asked which sources they rely on to determine a vehicle’s overall safety, the most selected responses by all parents were test drive experiences and personal impressions (54%) and Consumer Reports reviews and ratings (48%), then followed by ratings from safety organizations like IIHS and NHTSA (46%).
When looking at how moms and dads answered specifically, differences emerged.
Moms were 9% more likely than dads to select test drive experiences and personal impressions as a source they rely on to determine a vehicle's overall safety (57% vs. 52%).
Meanwhile, dads showed a much higher likelihood of looking at a variety of sources when considering a vehicle for purchase. Dads were:
• 56% more likely than moms to select YouTube reviews as a source they rely on to determine a vehicle's overall safety (28% vs. 18%).
• 29% more likely than moms to select online forums (e.g., CarGurus, CarTalk, Reddit, etc.) as a source they rely on to determine a vehicle's overall safety (27% vs. 21%).
• 24% more likely than moms to select social media (e.g., Instagram, Facebook, TikTok, etc.) as a source they rely on to determine a vehicle's overall safety (21% vs. 17%).
• 12% more likely than moms to select automotive publications and websites (e.g., Kelley Blue Book, Car and Driver, etc.) as a source they rely on to determine a vehicle's overall safety (37% vs. 33%).
As we’ll discuss momentarily, the fact that dads explore more sources before purchasing a vehicle makes sense, considering dads report that they’re more likely than moms to purchase a new vehicle to meet their family’s needs.
What vehicles are moms and dads buying and which parent is more likely to make the purchase?
In response to the question, “Have you ever purchased a different type of vehicle to better fit your family’s lifestyle and needs?” the survey showed that 81% of dads and 72% of moms had done so. This means dads were 13% more likely than moms to report making such a purchase.
This difference could suggest several things. Dads may be more likely to take the lead in purchasing new family vehicles, although that doesn’t necessarily mean they make the decisions alone — it could simply indicate they are more involved in the process. It may also indicate that moms are more inclined, out of desire or necessity, to make their current vehicles work for longer. Ultimately, though, the majority of both moms and dads selected that they purchased a different type of vehicle to accommodate their families, indicating that both parents are focused on finding the best vehicle to meet their family’s needs.
But what types of vehicles are parents buying to suit their family's needs? When asked to specify, both moms and dads overwhelmingly favored SUVs or crossovers. For example, of the options available, both moms and dads selected 3-row SUVs 35% of the time. This was followed closely by the 2-row SUV or crossover (34% for dads, 33% for moms).
What precipitates a car purchase for moms and dads?
Of the parents who stated that they have purchased a different type of vehicle to fit their family’s lifestyle and needs better, the following are the top life events they selected that triggered their purchase:
• 41%: My children got older and needed more room
• 32%: I had additional children
• 28%: My children joined sports or extracurricular activities
Several light trends surface when looking at how moms and dads respond to this question.
• Dads were 22% more likely than moms to say having their first child triggered the purchase (28% vs. 23%).
• Dads were 29% more likely than moms to say their children joining sports or extracurricular activities triggered the purchase (31% vs. 24%).
• Moms were 21% more likely than dads to say having additional children triggered the purchase (35% vs. 29%).
• Moms were 24% more likely than dads to say their children getting older and needing more space triggered the purchase (46% vs. 37%).
These differences could indicate that dads are perhaps more attuned to the need for a vehicle upgrade to meet immediate practical needs (the birth of a first child, their kids joining sports) and that moms have more of a mind on long-term family needs (having additional children or the children getting older). Moreover, these differences may indicate a balance in what moms and dads are thinking about when it comes to their family’s vehicle needs.
The features most important to moms and dads when purchasing a new family vehicle
Safety features
Performance and Utility Features
Comfort and Convenience Features
Both moms and dads prioritize the smoothness of their vehicle’s ride and the ability of their children to have separate climate control.
Moms are 13% more likely than dads to say ample cup holders and storage compartments are essential for their vehicle and are also 19% more likely than dads to say that bench seats for rear passengers are essential — both features that speak to concerns about their kids’ comfort during drives. Dads’ care for the comfort of everyone in the car is evident in the fact that they are 38% more likely than moms to say a quiet cabin is essential — making the Mazda CX-90 3-row SUV an ideal choice with its thoughtfully designed interior that keeps road noise at bay for a peaceful driving experience.
Entertainment and Connectivity Features
Moms and dads were aligned more or less across the board when it came to what entertainment and connectivity features they viewed as essential, with smartphone connectivity, USB ports, and GPS navigation taking the top spots.
The one difference of note was that dads were 31% more likely than moms to say premium sound is an essential entertainment and connectivity feature for their vehicle (42% vs. 32%). As discussed above, dads also placed more emphasis than moms on the need for their vehicles to have a quiet cabin — be it for music, podcasts, or peace, dads show marked interest in the sonic atmosphere in their vehicle being high quality.
Space, Style, and Performance: Discover the Family-Friendly Mazda Lineup
Despite some small differences, it’s clear that moms and dads share a common goal: finding a car that meets the diverse needs of their families. The key is finding a vehicle that adapts to your family’s unique lifestyle, offering a blend of space, efficiency, and excitement. Mazda offers a range of vehicles that can meet these varied needs.
From the family-friendly 3-row CX-90 and 2-row CX-70 and their hybrid counterparts, the CX-90 PHEV and CX-70 PHEV, there’s no shortage of options that cater to large families with the need for extra cargo room. If you’re looking for something a bit more compact and adventure-ready, the CX-50 and CX-50 Hybrid are great choices. Or for parents who prefer a sedan, the Mazda3 Sedan offers a sleek design with all the performance Mazda is known for.
Simply visit your local Mazda Dealer today to explore these models in person, schedule a test drive, or even build and price your ideal vehicle online. Whether you’re looking for space, efficiency, or a little extra excitement, Mazda has a vehicle for every family’s needs.
Methodology
The findings presented in this article are the result of a July 2024 study of 1,776 U.S.-based parents who own and drive at least one vehicle. In this study, “parents” are defined as adults who are the parent or guardian of at least one child who is 18 years old or younger. (Confidence Level: 95%, Margin of Error: 2%)
This article is intended for general informational purposes only and is based on the latest competitive information available at the time of posting. Information herein is subject to change without notice and without Mazda incurring any obligations. Please review a variety of resources prior to making a purchasing decision. Visit Resource Center for more articles.