The Problem with Hyper-Masculine Car Advertising

3. Volkswagen eGolf Ad (2019) - This ad featured men engaging in adventurous activities like rock climbing and space travel, while the only woman shown was sitting on a park bench with a baby. The UK Advertising Standards Authority banned the ad for reinforcing traditional gender roles.

Positive Examples of Inclusive Car Advertising

1. Audi 'Daughter' Super Bowl Ad (2017) - This commercial highlighted gender equality by addressing the wage gap and portraying a young girl confidently racing against boys.

2. Nissan 'She Drives' (2018) - This campaign celebrated Saudi women gaining the right to drive, shifting the narrative toward empowerment and inclusivity.

3. Volvo 'The E.V.A Initiative' – Research shows that women are three times more likely than men to be injured in a car crash. One major reason is that vehicle safety testing has historically been based on male body structures, putting women at higher risk. Volvo recognized this issue and launched the E.V.A. (Equal Vehicles for All) initiative, sharing 40 years of crash-test data to help improve safety standards for everyone.

The Impact of Stereotypical Advertising on Consumer Trust

When brands rely on outdated gender portrayals, they create an emotional disconnect with a significant portion of their audience. Consumers today are looking for authenticity, and when brands fail to represent a diverse range of people in their ads, trust diminishes.

For example, brands that portray men exclusively as aggressive risk-takers or depict women as passive observers contribute to an industry-wide lack of representation. This not only influences purchasing decisions but also affects brand perception.

How Brands Can Avoid Hyper-Masculine Stereotypes

To resonate with modern consumers, automotive brands must rethink their approach to advertising. Here are some key strategies:

1. Showcase Diverse Drivers – Including women, non-binary individuals, and men who do not fit the hyper-masculine stereotype helps create a more inclusive image.
2. Focus on Shared Experiences – Instead of framing cars as symbols of power and dominance, brands can emphasize freedom, innovation, and connection.
3. Highlight Sustainability and Innovation – Younger consumers value sustainability and ethical business practices. Aligning car advertisements with these concerns can create stronger engagement.
4. Move Away from Outdated Tropes – Avoid visuals and messaging that reinforce gendered assumptions about car ownership and driving.

A Shift Toward Inclusive Advertising

Some automotive brands are making progress by embracing gender inclusivity in their campaigns. Moving away from hyper-masculine marketing benefits not only women but also a growing segment of male consumers who reject traditional, rigid definitions of masculinity.

Inclusive advertising does not mean erasing masculinity but rather broadening the representation of who drives, owns, and enjoys cars. Brands that embrace this shift are positioning themselves for long-term success in an evolving market.

FAQs

Why is hyper-masculine advertising still used in the auto industry? 

Many car brands have traditionally targeted men as their primary consumers. However, this outdated assumption is no longer valid, as women make up a significant portion of car buyers. Despite this, some brands continue using hyper-masculine themes due to inertia and a fear of alienating their historical customer base.

Are men negatively impacted by hyper-masculine car ads? 

Yes. Hyper-masculine advertising not only alienates women but also reinforces narrow definitions of masculinity that many men do not identify with. This can create unnecessary pressure on male consumers and limit the brand’s appeal.

What are some examples of brands moving away from hyper-masculine car ads? 

Brands like Volvo, Audi, and Nissan have made efforts to shift their advertising narratives. Campaigns celebrating historical female automotive pioneers and initiatives that challenge gender stereotypes are steps in the right direction.

How can car brands create more inclusive ads?

Featuring diverse drivers, focusing on shared experiences rather than dominance, and aligning with values like sustainability -  car brands can create ads that resonate with a broader audience. Moving away from outdated gender tropes will help brands remain relevant and trustworthy.

Conclusion

The auto industry is at a crossroads when it comes to advertising. Brands that continue to rely on hyper-masculine narratives risk alienating key demographics, while those that embrace inclusivity are better positioned for long-term success.

Moving forward, the focus should be on storytelling that resonates with a diverse consumer base. This means highlighting innovation, sustainability, and personal experiences rather than outdated gender stereotypes. Automotive brands that embrace inclusivity will attract a broader audience and strengthen their brand identity.

How NBS factory Can Help

At NBS factory, we help brands align their ESG actions with consumer perception. Our ESG for Leaders and ESG for Talents training programs guide companies in transforming their communication strategies to avoid reputational risks while engaging diverse audiences. Leveraging data-driven insights and industry expertise, we ensure that brands communicate authentically and effectively.

If your company wants to move beyond outdated stereotypes and create advertising that resonates with modern consumers, reach out to us. Let’s build a more inclusive future together.