It's a repair shop staffed by women and marketed towards women! They call themselves "SheCANics".
I'm not being facetious when I say I LOVE this premise! I know there are more than a couple Engineers and Technicians on the board, and I am a BIG supporter of women in STEM (there's no A in STEM
). I know that nearly all successful marketing includes an aspect of sexualization, but I like that the images aren't a wash of models in their underwear licking pistons and wrenches. Even though there are sexual aspects (short skirt sitting on a hood, lipstick in a side mirror), it's seems very much aimed at women's self perception, not for mens fantasies.
They also hold workshops for women to learn about cars. I like this because i believe the absolute worst expert to teach women about cars is their husbands, followed closely by brothers and dads. A dad can teach his daughter about cars until she's about 15, then forget it (with exceptions of course, Bob.
) The article I saw says they hope to become a nation-wide chain and I hope they do! I'd definitely like my wife to have an option where I don't have to be there incase they tell her she needs a $500 headlight fluid change or $1000 worth of muffler bearings.
