We learned that roles in the driving world are naturalized to the point where they are no longer questioned, and this perception is ever-present in our way of thinking and doing; this is why it is a difficult barrier to overcome. So we asked ourselves: is there an appropriation of the driving role? We found that, especially in older women, the prevailing idea is that driving is not a natural place for them.
From the perspective of communication, brands have yet to get rid of stereotypes and start reflecting reality, to become their role models. For this, it is essential to support women in occupying a key symbolic space beyond mere technical or mechanical knowledge.
How? A potential option is to focus on enjoyment and freedom as personal benefits associated with driving, which will bring women closer to a new role as drivers and as relevant social actors.
The rights of the study “Women Drivers” (“Conductoras”) are the property of Chevrolet Argentina. Used with their authorization.