Can you think of a car advertisement that has a female lead or focuses on a women's perspective of car experiences?
As a woman who drives I have found that the automotive industry lacks an understanding of their female customers and predominantly centres commercial activities from a more masculine standpoint. This could not only be due to the embedded stereotypes society holds surrounding women and cars, but the lack of representation of women in senior roles in the automotive industry.
This takes me back to when I was helping pick out my new car and I was finding it hard to resonate with the advertisements that were shown as they focused on men driving cars through snowy mountains or 4x4 trucks manoeuvring through rough weather conditions. I just thought to myself women drive too!
Furthermore, expanding on what Victoria Hatfield says about the "pinking and shrinking" of car advertisements aimed at women, highlighting that the automotive industry have produced ads that are based off of assumptions of women rather than the complex needs and values of women and cars. On the other hand, she also mentioned that Stellantis have a great female representation within its business, which shows that the industry is progressing.
I believe that this presents the perfect opportunity for automotive brands to hone in on their female audience and spend more time in understanding the female experience of not just purchasing but driving cars in their advertisements.
Now I have begun my journey working for a marketing agency specialising in automotive and working with brands such as Stellantis. I will always keep this perspective in mind and emphasise the importance of female inclusion in automotive advertising.
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