Car sharing marketplace Turo is celebrating women who break stereotypes in a campaign themed “Lady Boss.”
The effort features NASCAR driver Julia Landauer, National Geographic Expeditions filmmaker Tasha Van Zandt, and Faraday Future designer Mia Eum, all of whom reflect on being women in male-dominated industries and how they #drivelikeaboss.
A survey of 1,000 women shows that they are not only well-versed in car culture, but also have a strong passion for cars, with 78% of women Turo users saying that they make the purchasing decisions when buying a new car. And it’s not all family-haulers: 59% of women prefer sporty cars, and 51% of women Turo users can drive a stick shift.
The campaign also features 35 influencers who will post on social with the hashtag #drivelikeaboss. Their posts will features thoughts about their dream car, what kinds of cars make them feel like a "boss," and other personal stories.
A number of women are also featured in this eye-opening confessional video where they open up about cliches surrounding women and driving, their experience with purchasing cars, and the role that cars can play in making women feel powerful.
The idea that car enthusiasts and connoisseurs are men is an antiquated one, says Turo CEO Andre Haddad.
“Women break barriers and defy stereotypes across industries every day, and the car industry is certainly no exception,” Haddad states.
NASCAR driver Julia Landauer has proven that gender doesn’t determine your ability. She was the first woman to win a NASCAR Track Championship at Motor Mile Speedway.
“One of the amazing opportunities that racing has provided me is the chance to meet incredible women in many different fields who are passionate about cars, going fast, and sharing their experiences with others,” Landauer states. “The Lady Boss campaign highlights women and the successes they accomplish each day that aren’t celebrated enough.”