A new car designed especially for women has been criticised for being “patronising”.
The New Mii from SEAT and Cosmopolitan was unveiled at a special catwalk event at the London Fashion Festival.
The purple car was driven down the catwalk during the finale of the high street fashion show.
It’s described by SEAT’s global marketing director Susanne Franz as “our most feminine car” and as a “tribute to modern women”.
Cosmopolitan asked its readers what they look for in a car before starting out on an 18-month partnership with SEAT to come up with the design.
The magazine say their readers’ response was: “A place for impromptu karaoke performances, last-minute wardrobe changes, dramatic gossip sessions and emergency lunch-hour kips.”
Outraged Twitter users asked if the car had a lipstick holder or a handbag holder. It doesn’t, but it does have headlights that are shaped to look like they’re wearing eyeliner. Apparently they are “emphasised in the same way as make-up emphasises the eye”.
And don’t forget “the jewelled, bi-colour alloy wheels that work in harmony, offering a surprise sparkle”.
The Mii is available in two colours – purple Violetto and Candy White – but not pink.
SEAT slammed by internet users
Social media users have branded the car “patronising” and many are reminding SEAT and Cosmopolitan of Bic’s pens, which were made for women – another product that did not go down well.
The infamous “Bic for Her” pens were designed back in 2012 “with a thin barrel … to fit a woman’s hand”.
One Twitter user said: “Wow, thanks @SEAT_cars_UK & @Cosmopolitan for designing a car just for women. Is the steering wheel small for my delicate hands?”
A spokesman said: “I think there is some misinterpretation of the origins of this new limited edition model in the social comments.
“The car was developed as part of a marketing collaboration between SEAT and Cosmopolitan, so Cosmo readers, editors and creative teams all over Europe were involved in the design and development, contributing to shape the design and trim of the Mii by Cosmopolitan.
“As such the car has been co-created with Cosmopolitan and is targeted at the ‘Cosmo woman’, rather than the cliché of a car created by men for women.”
The Mii by Cosmopolitan will be launched in 2017.