Porsche Cars North America, Mini USA, Honda, Alfa Romeo and Maserati are among the automakers with activations marking International Women’s Day.
Porsche is hosting an invitation-only driving event for high-achieving women and their female mentors at the Porsche Experience Centers in Atlanta and Los Angeles. The 90-minute driving experiences with expert coaching mark the first time the two U.S. Experience Centers have commemorated International Women’s Day with a dedicated program.
During the program, around 60 invited guests – each with mentors of her choice – will have the opportunity to drive the first all-electric sports car from Porsche, the Taycan Turbo S and Taycan Turbo, as well as the 911 Carrera S. Social distancing and masking will be observed and each guest will drive solo in their car, with the drive coach leading in a separate car and communicating via radio.
Both Porsche Experience Centers are entirely managed by women, according to the automaker.
Porsche also created a 2-minute film profiling some of the driven women at the core of its operations. These women have not only helped shape the success of the German marque in America, but they continue to influence the future of the automotive industry every day. The film premiered today on Porsche’s YouTube channel.
Mini USA is highlighting the female inventors responsible for components of the modern automobile, like the turn signal and heaters.
The automaker’s creative agency, Pereira O’Dell, partnered with a female illustrator, Louisa Cannell, @LouisaCannell on Instagram, to create a unique illustration that blends the callouts to the past and current time period, and celebrates the contributions women have made to the automotive world.
The piece will run today on Mini USA’s social pages (organic with paid media boosts).
Honda debuted the one-minute film “When She Leads, She’s Unstoppable” which is part of a social media campaign that features women athletes and coaches who are changing the game and inspiring others along the way.
The campaign runs through March, which is also Women’s History Month. It features archival footage and audio clips of motivational messages women coaches and athletes have shared with their teams. The athletes and coaches featured throughout the campaign are Collegiate Women Sports Awards (CWSA) alumnae and Honda Cup winners who have broken both records and barriers.
The list at Alfa Romeo begins with Baroness Maria Antonietta d'Avanzo, who raced for the brand in the early 1900s, and spans to Tatiana Calderon, who in 2018 was named a test driver for the Alfa Romeo Racing ORLEN Formula One team.
Maria Teresa de Filippis was the first woman to qualify for a Formula 1 Grand Prix in 1958, behind the wheel of a Maserati 250F.