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Audi Embraces Gender Differences
May 08 2008 by Kristin Varela
5/8/08
Automaker Caters to Women With A4 Preview
I'm so thankful we've gotten past the uber-feminist movement of the '80s that dictated men and women be treated in exactly the same manner all the time in a completely gender-squelching way. I revel in the fact that I am different from a man. To quote Faith Popcorn in her book "EVEolution," "men and women are as different shop-ologically as they are biologically."
This is why I was so thrilled when Audi hosted a women's-only weekend for lifestyle media to preview the new 2009 Audi A4. It was an honor to be included in such a fantastic and dynamic group of women, which included some of today's most powerful women in media. The weekend's agenda included learning something new in a non-intimidating environment, speaking to the female designers at Audi, and one-on-one racing instruction in the A4 at Infineon Raceway (stay tuned for more articles on that topic). I hope the rest of the automotive world follows Audi's lead of thinking outside the box to reach their target market through diverse media outlets.
It's great to see Audi being open to new ideas and doing things in a different, exciting and totally effective manner — and big kudos to the automaker for breaking out of the good-old-boys-club standard. The automotive industry is realizing bit by bit who is purchasing their cars and is working on new ways to reach those consumers. I for one think it's about time.
User Comments
R.A. - Thanks for the feedback. My comment was actually in reference to an attendee at the event who got hot and bothered by the fact that OEM’s market differently to men and women (siting gender equality) - when in fact that’s just smart business. We all market specifically to women, which is why we were there. I agree - men and women should be treated fairly not identically. That’s a good way of putting it…
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Kristin,
The feminist movement is about equal treatment of men and women UNDER THE LAW, there is no interest among feminists to require women to wear men’s suits or for men to buy copies of O magazine. That’s just silliness. No reasonable person would suggest that women and men are exactly the same, whether in their car-buying choices or anything else. Please don’t be dissing feminists for wanting both men and women to be treated fairly - not identically.