This study aimed to explore how gender personality dimensions influence the decision-making process of working-class women (WCW) when it comes to identifying and distinguishing between different automobile brands based on gender personality attributes associated with each brand – namely, Female Brand Personality (FBP) and Male Brand Personality (MBP) features. Employing a descriptive research design and survey methodology, the study selected 150 respondents using a combination of multistage, accidental, and simple random sampling techniques. Of these, 129 questionnaires were deemed suitable for analysis. The research was grounded in Grohmann's model of female and male brand personality dimensions, and it addressed three hypotheses through correlation and regression analysis. The study's findings illuminated that FBP served as a robust predictor of automobile brand preference, as the relationship between FBP and the outcome variable displayed a notably strong and linear association with automobile preference. Conversely, the study revealed that MBP exhibited a weaker, positive, and linear relationship with automobile brand preference, albeit one that did not achieve statistical significance. As a result, this research contributes to filling a critical research gap by establishing the connection between gender brand personalities and automobile brand preference, specifically among working-class women in Lagos State, Nigeria. This particular demographic segment plays a vital role in a developing economy that encompasses various sectors, and understanding their brand communication and purchasing decisions is integral to achieving targeted sales objectives.