Ford's New Explorer Men’s Only Edition Celebrates Women's Role in Auto Industry

On International Women’s Day, Ford has launched a new marketing campaign, celebrating women’s contribution to the auto industry. The campaign features a mid-size SUV, Explorer Men's Only Edition, which seems to lack some essential features, but in fact, it is designed to showcase the important role played by women in the auto industry.

In a 50-second advertisement, Ford showcases the Explorer Men’s Only Edition, which appears like any other traditional Explorer. However, the special edition model lacks some essential features such as a heater, windshield wipers, turn signals, brake lights, and GPS. This was done to emphasize the significant role played by women in the auto industry, as all the above features were pioneered or popularized by women.

Some of these trailblazing women include: 

• Hedy Lamarr, Innovator of the communication system used in cellular technology, Wi-Fi and GPS
• Florence Lawrence, Pioneer of brake and turn signals
• Dorothy Levitt, Creator of the rearview mirror
• Dorothée Pullinger, Innovator of the rearview mirror
• Dr. Gladys West, Pioneer of the modern-day GPS

Ford’s latest campaign is not only in support of International Women’s Day but also a reminder of the important positions held by women in the company. Dianne Craig, for instance, is the president of Lincoln, Elena Ford is the Chief Customer Experience Officer of Ford Blue, and Lisa Drake is VP of EV Industrialization for the Ford Model e division.

Source: Ford