Confessions of a Car Girl...Part 4

by Nika of Racerchicks.com

I’m not a blatant feminist, I wear dresses, like shopping and think Paul Newman in his 70’s is still a hottie. But the one thing I feel strongly about is the role and perception of women in motorsports. I have used the term “pit biscuits” and “track fluff” to describe the women at races there not as fans but as decorations. I’ve often questioned the validity/value of these scantily dressed young women in increasing sales of an automotive product or service when used in advertising and promotion.

But why bring it up now?  Well, it was my surprise of seeing a promotional *racing* product poster with such “female decorations” plastered in my favorite team’s trailer.  I am not talking art poster - I am talking a dozen or so young women draped over the hood of a race car wearing not much more than a smile and well..... an outfit you could floss with.

Now one may assume I complain because I am envious of these young Barbie-like women - and yes they may make me realize I am no longer eighteen or a size 4 BUT what they DO make me realize is that gender equality in the racing world still has a way to go.

FACT: Women are a large consumer group. They are better shoppers and play a majority role in the decision making process of buying goods and services. They number more than 50% of the population and have more of a disposable income now than decades ago. Ignoring this consumer group is a BIG MISTAKE.

MYTH: Sex sells. Now before all those marketing types say yes it does – let me stress that type of generalization will be your downfall. It does NOT sell all items and services.  For example: Brittany Spears in a spandex outfit will NOT influence my tire buying decision. My choice will be made by quality, durability, safety and price of the tires. Would you buy aspirin because a pretty girl is selling it?  No, you would buy it because it works.

Am I being too sensitive? Should I make it known that by allowing for such poor taste in advertising we are disrespecting the many female race fans and the many female racers. I understand the struggle and hard work of gaining respect as a true racer/race fan both on and off the track.  I was disappointed with the American Le Mans Series to have the Hawaiian Tropic Girls be "spokespeople" for the series.  I could think of better ambassadors - or at least some wearing more clothes.  A full page in a recent race program was devoted to these tanning babes but how about a tribute to the safety crew that have a REAL purpose. 

Is this just a part of racing? Should I just grin and bear it, while they grin and bare it? You tell me...

For comments, feedback and just plain greetings, feel free to e-mail me at nika@racerchicks.com or AOL IM  "racernika"