“If women drive differently, they need a different car. No?”
Under that premise, it was presented to the market “CARMELA”claiming to be “the first car 100% for women”. It was described as having “More mirrors. More protections. Cutest”, as the motor journalist Telva Somoza shared a week ago on her social networks. This spread a piece of simulated outdoor advertising, or fake out of homewhich emulated the taking down of an advertising banner in the Plaza de Callao.
As the days passed, she herself has been in charge of revealing on her networks that behind the initiative is Midas, company specialized in automobile maintenance. The company and the agency Evercom They are responsible for the idea of “CARmela”, the “100% feminine car”.
CARmela and prejudices in driving
Far from being a reality, the vehicle has been created using artificial intelligence and represents a graphic representation of sexist prejudices persistent while driving. The car, furthermore, has been generated from the Features considered “necessary” in a car for womenidentified after a study carried out with a market research company, during the first half of this year, on 1,000 drivers, of both sexes, aged between 18 and 65 years.
The survey has revealed that almost 30% of Spaniards consider that a specific vehicle should be designed for women. This, as a result of what has been found out, should be lighter and easier to drive; safer to avoid bumps, with softer materials and colors, or with a larger glove compartment to store makeup or more space for baby seats.
This responds to the fact that 43% of those surveyed consider a female vehicle should have a higher level of safety, specifically with protections or anti-scratch systems. In addition, 32% understand that it should include soft materials and colors, more and larger mirrors, and pedals adapted to women’s footwear.
Among other things, it should also have a speed limiter or a larger glove compartment to store personal items such as makeup.
The graphic representation of these conclusions is “CARmela”:
“It is still surprising that, in the 21st century, inexplicable clichés persist about women and their relationship with driving and, even, with the need for women to have a car designed specifically for us.“said Jocelyne Bravo, Marketing and Communications Lead at Midas, in a statement.
And he added: “We believe that exposing these prejudices is the first step to a cultural transformation that allows women to be seen behind the wheel in an equal way, highlighting their real abilities and preferences without falling into limiting labels.“.
Measures against sexism while driving
As they share from Midas, 75% of female drivers have experienced some type of discrimination due to gender on the road, including gestures such as looks, comments, insults or honking. 40% claim to suffer from these behaviors frequently or constantly.
However, prejudice and sexist treatment goes beyond the roads. According to the company, 32% of women have experienced differential treatment in workshops, and 22.4% say that the attention in dealerships tends to focus on their male companion.
“CARmela” is part of the fifth edition of the “They drive” campaign with which Midas seeks to confront this type of data and situations. The program works to break down gender stereotypes in driving and the automotive sector.
This year, with the help of Red Cross, has included a new training project in mechanics to women in vulnerable situations.
The company notes that the fifth anniversary of the initiative marks progress in the Midas mission of build an inclusive environment, in which women are recognized as full drivers, trained and respected on equal terms. “We are convinced that, by providing these skills, we not only transform individual lives, but we also contribute to breaking barriers in a sector that needs more diversity and female talent.“said Jocelyne Bravo.
