Spanish car maker SEAT has debuted what it says is a vehicle especially for female drivers. Dubbed “the SEAT Mii by Cosmopolitan” because it was designed in conjunction with the women’s magazine, the little bug of a vehicle is perfect for “confident, independent, active young women who are really going places,” said the press release by SEAT, a unit of the Volkswagen Group. Powered by a 1-liter, three-cylinder engine, the little city car will debut next year in the U.K.
Susanne Franz, Seat’s global marketing director, said that the new model was the brand’s ‘most feminine car’ ever and ‘a tribute to the modern woman’. The car, which is available in two colours – Violetto and Candy White (no pink, sorry) – is a special edition of Seat’s Mii model, but with extra touches and accessories chosen by Cosmo’s global creative team, regional editors and readers.
‘Designed with the tastes and preferences of Cosmopolitan’s audience in mind, the Mii by COSMOPOLITAN is agile, exciting to drive and easy to park; an aesthetically pleasing car with personality,’ explains the press release. The car also boasts ‘high-end, top-quality upholstery; while the ceiling is upholstered in dark tones, providing a sense of glamour.’ And there’s a smartphone cradle integrated into the dashboard, so you can check your makeup in your camera while you’re stopped at the traffic lights.
‘This new car goes beyond aesthetics, it is a functional vehicle where the design has a purpose,’ the press release concluded.
Initial responses to the news of the car range from skeptical to downright hostile, with many women tweeting that the company “must be joking.” That’s our general opinion, since we figure what’s really important to a woman who’s choosing a new car are the same things a man would look for…safety, value, performance and aeasthetics. This one is a big marketing #fail.
