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Insight of the Day: ‘Women feel even more left behind’: How electric cars drove a gender divide


  • Findings: The article explores how "hypermasculine" design features in electric cars may inadvertently exclude or overlook women consumers. These features typically emphasize aggressive styling, powerful performance, and other characteristics traditionally associated with male preferences.

  • Key Takeaway: The key takeaway is that there is a growing recognition of the diversity of consumer preferences in the automotive industry, particularly regarding gender. Women consumers may prioritize different aspects such as practicality, safety, sustainability, and aesthetic preferences that diverge from traditional masculine design cues.

  • Trend: There is a trend towards inclusivity in car design, aiming to appeal to a broader range of consumers, including women. This trend encompasses not only physical design elements but also marketing strategies and consumer engagement approaches.

  • Target Consumers: The article refers to women consumers who may feel marginalized by the current design trends in electric cars. These consumers likely span various age groups but could particularly include younger generations who are more conscious of sustainability and inclusive design practices.

  • Conclusions: Car manufacturers should consider the diverse preferences of their consumer base and adapt their design and marketing strategies accordingly. Ignoring these preferences could lead to missed opportunities in a competitive market.

  • Implications for Brands: Brands in the automotive industry should prioritize inclusivity in design and marketing to appeal to a broader audience. This may involve reevaluating traditional gender norms in car design and emphasizing features that resonate with diverse consumer groups.

  • Implications for Society: Embracing diverse consumer preferences in car design can contribute to a more inclusive and equitable society. It challenges stereotypes and encourages industries to cater to a wider range of needs and preferences.


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