Ford's New Ad Campaign Puts a Spotlight on Women's Contributions to the Auto Industry

Introducing the Ford Explorer® Men’s Only Edition | Ford

Ford released an advertisement for the "Ford Explorer Men's Only Edition" this morning, which, at first glance, may appear to be another example of stereotypical and heteronormative marketing. However, this advertisement is actually a tribute to the significant contributions women have made to the automobile industry. 

The advertisement features a Ford Explorer "for men" that lacks a number of features and creature comforts, including windshield wipers, a heater, turn signals, a rearview mirror, and a GPS system. In the advertisement, these missing features are credited to women, such as the rearview mirror by Dorothy Levitt and Dorothée Pullinger and the GPS by Dr. Gladys West.

The advertisement acknowledges the numerous women who have significantly contributed to the improvement of the automobile and the automotive industry as a whole. Significant contributions have been made by the increasing number of women in the automotive industry, in roles ranging from engineering and marketing to the media. Women have made daily commutes and road trips possible and have significantly simplified the driving experience.

Despite the obvious progress women have made in the auto industry, there is still much work to be done. However, Ford's advertisement is a step in the right direction and serves as a reminder of the significant contribution women have made to the success of the industry.