Challenging Gender Stereotypes : Midas Introduces CARmela to Drive Change in the Automotive Industry
Gender stereotypes remain deeply ingrained in many aspects of society, and the automotive industry is no exception. To challenge these biases, Midas has launched an innovative and thought-provoking project: CARmela, a concept car imagined with the help of artificial intelligence. This 100% fictional “female” car is not a commercial innovation but a bold statement aimed at exposing and addressing the gender discrimination women face on the road.
A design that sparks debate
CARmela has been intentionally designed to satirize the stereotypes often associated with women drivers. The car features a striking pink exterior and exaggerated “female-friendly” attributes, such as:
- Extra protective features to prevent scratches,
- Oversized mirrors for better visibility,
- Special pedals tailored to high-heeled shoes,
- A larger glove box repurposed as a makeup palette, and
- Baby seat spaces for “convenience.”
This caricatured approach highlights the biases that still persist, encouraging audiences to question how society views women behind the wheel.
The #EllasConducen campaign : Raising awareness
Five years ago, Midas launched the #EllasConducen (Women Drive) campaign to shed light on systemic obstacles faced by female drivers. Studies reveal that 75% of women drivers have experienced gender-based discrimination on the road, including hostile behaviors such as honking and verbal insults. Alarmingly, 40% of women report such incidents occur frequently, negatively affecting their confidence and emotional well-being.
By drawing attention to these statistics, CARmela serves as a platform for dialogue about the impact of these biases and the importance of creating a more inclusive driving culture.
Concrete action beyond symbolism
Midas goes beyond raising awareness by implementing tangible solutions to promote gender equality in the automotive sector. One notable initiative is a mechanics training program for women in vulnerable situations. This program not only empowers women with technical skills but also aims to break barriers in a traditionally male-dominated field, paving the way for more inclusive career opportunities.
Learn more about Midas’ training initiatives here.
Towards a more inclusive automotive future
CARmela is more than just a satirical concept—it’s a call to action. By sparking collective awareness, the campaign challenges the persistent prejudices and discrimination that hinder gender equality in the automotive industry. The future of automobiles should not only focus on technology and sustainability but also embrace inclusivity and equality.
Initiatives like Midas’ CARmela echo other impactful campaigns, such as LUX’s bold volleyball stunt, aimed at exposing sexism in sports and beyond. These movements underscore the urgency of questioning societal norms and working toward a more equitable future.
Breaking stereotypes, one campaign at a time
Midas’ CARmela project is a bold step toward dismantling gender biases, fostering discussions, and inspiring change in the automotive world. As more brands embrace similar initiatives, they pave the way for a more equitable society where everyone, regardless of gender, can feel empowered and confident—on the road and beyond.
Discover more about Midas and their mission to drive change.
