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24 May 23 Publications

No Driver Left Behind: Women and the journey to electric

 

Introduction by Erin Baker, Editorial Director

For over a century, women have had a poor relationship with cars. With the exception of two noticeable periods on either side of the World Wars, when women, enjoying a new sense of societal liberty, successfully took to the racetrack, drove commercial vehicles and enjoyed tinkering under the bonnet, cars have remained largely both the passion and profession of men.

Men have historically designed, engineered, manufactured, marketed, advertised, sold, bought, driven, written and read about cars. Women have been excluded, ignored, patronised and mansplained to by brands, marketing and the industry, almost to the point of total alienation.

All of which is a strange approach to engaging half your market. Today, 49% of driving licences are held by women[2], who have more disposable wealth and independence than ever. They are the majority consumer in the UK and enjoy spending their considerable money on products that reflect their lifestyles, beliefs, desires and their status. Cars, however, aren’t on that shopping list.

 

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