SEAT and Cosmopolitan’s ‘car for women’ leads to backlash
Car maker SEAT and magazine Cosmopolitan have been criticised after jointly launching a new car aimed at women at the publication’s FashFest event on Friday. The car is purple and has jewel decorations, a hook for a handbag and lights that are "emphasised in the same way as make-up emphasises the eye." The vehicle’s “feminine touches,” designed for "impromptu karaoke performances, last-minute wardrobe changes, dramatic gossip sessions and emergency lunch-hour kips," led to a backlash on social media. In response, SEAT claimed the car was not designed for women in general, but specifically for Cosmopolitan readers.

Story highlights Cosmopolitan and car manufacturer SEAT have unveiled a car for women The car's gender stereotyped design features have sparked outrage on Twitter

CNN —

It’s small, purple – and some find it offensive. Car manufacturer SEAT and lifestyle publication Cosmopolitan are facing backlash over a brand new car for “women” that was jointly unveiled at Cosmopolitan’s FashFest event in London on Friday.

The result of a collaboration between the manufacturer and the magazine, the SEAT Mii comes complete with jewel-effect rims, a handbag hook, and “eyeliner headlights” that are “emphasized in the same way as make-up emphasizes the eye,” according to the manufacturer.

Lifestyle publication Cosmopolitan and autos manufacturer SEAT are facing fierce criticism over their joint unveiling of a new car. seat Named the SEAT Mii, the partners have promoted the vehicle as a car for women. "With its exclusive design and thoughtful feminine touches, like the mirrors in the sun visors or the handbag hook, the car adapts to every need and personality. Including yours," SEAT says. seat The launch of the new vehicle was met with swift backlash on Twitter for its gender stereotyped design. seat The marketing hashtag, #ThisIsMii, quickly went viral for all the wrong reasons after it attracted a swathe of critical Twitter posts. seat The car's design may appear thoughtless to some, but the SEAT Mii is the result of 18 months of collaborative research and development. seat It was revealed on Friday at Cosmopolitan's FashFest event in London. seat The car's features include a jewel effect on the rims, a handbag hook, and "eyeliner headlights" that are "emphasized in the same way as make-up emphasizes the eye," according to SEAT. seat The SEAT Mii is available on pre-order in two colours, a deep purple Violetto or Candy White. seat Three versions of the car are available: a 60 horsepower, a 68 horsepower and a 75 horsepower. seat Many women -- and men -- have taken to social media and say the car's design is offensive and backwards. seat This car for women has sparked an outrage on Twitter Prev Next

The vehicle’s “exclusive design and thoughtful feminine touches” – which are the culmination of two years of collaborative research and development – make it perfect for “impromptu karaoke performances, last-minute wardrobe changes, dramatic gossip sessions and emergency lunch-hour kips,” according to the duo.

It also appears to be perfectly suited for satire, with the car’s blatantly gender stereotyped design and marketing sparking outrage on Twitter.

Wow, thanks @SEAT_cars_UK & @Cosmopolitan for designing a car just for women. Is the steering wheel small for my delicate hands?! #its2016!! — Hannah Walker (@bananhan) September 16, 2016

@Cosmopolitan precisely 0 people need this car. — Adam Justice (@adamjustice56) September 19, 2016

How did ANYONE think making a #carforwomen would be a good idea? #ThisisMii https://t.co/yQ6eRrAe9G — Bethany Hill McCarthy (@andbethanysays) September 21, 2016

Oh thank goodness, finally there's a car wearing eyeliner. How have we women coped so long without this.. oh wait. #ThisIsMii — Sarah Lewis (@SarIsSocial) September 21, 2016

Manufacturer SEAT has responded to the backlash by clarifying the car is intended for the Cosmopolitan reader specifically, rather than the female gender as a whole.

“Mii by Cosmopolitan is not a car intended entirely for a female audience. It is the result of a two-year-long process of co-creation involving Cosmopolitan readers, editors and the magazine’s creative team, aimed at developing a model that responds to a very specific target – the Cosmo reader – and in no way to women as a whole. We regret any misunderstandings that may have emerged.”

According to a previous CNN report, the majority of vehicles in the autos industry are still designed by men, but that gender disparity is slowly fading.

“Good design is good design; it transcends gender and everyone knows it when they see it,” Angus MacKenzie of Motor Trend magazine has told CNN previously.