HAVE AN INSTANT MAN IN YOUR GLOVE BOX
New man on demand to make women drivers feel safer
A new device that aims to make women feel instantly safer when driving alone after dark is launched today.
Sheilas’ Wheels - the major new car insurance brand for women – has developed the ‘Buddy on Demand’, a blow up man that inflates at the flick of a switch if and when a passenger is needed.
It is designed to help women deter road-rage attacks, car jacking and intimidating behaviour by other motorists - especially at night – by giving the appearance of two silhouettes in the front of the car, instead of a single, female figure behind the wheel.
These instances are not uncommon. Nearly one in three women – that’s over four million* female motorists - admit that they have been a victim of road rage or intimidation when travelling alone, according to the Sheilas’ Wheels Driving Solo study.
The female-friendly insurer polled women on the perils of driving solo and some claim they avoid getting into the car after 8pm. Over two thirds of women (69%) say they spend less than an hour a week driving after dark due to safety concerns.
Four in five women (82%) say they feel safer behind the wheel when there’s someone sitting beside them – but of course it’s impossible to always travel with a partner, friend or relative. This is where having a ‘Buddy on Demand’ can reduce the fear associated with driving alone.
The Driving Solo study also shows that:
- Women drivers feel most at risk by intimidating behaviour from a male driver (70%), when travelling in unfamiliar areas (65%) or after dark (46%).
- One in five (20%) women admit they have taken a diversion or changed their route to escape the threatening behaviour of another driver.
Jacky Brown, spokesperson for Sheilas’ Wheels says: “Almost half of female motorists tell us they feel vulnerable driving alone at night - many never even get behind the wheel after dark - and that they would feel safer with someone next to them in the passenger seat. We’re not saying that an inflatable man is the only answer but we do hope it will give women extra confidence and make journeys in the dark less fearful.
“The great thing about our Buddy is that you only inflate it when you need it. Then when you’re finished with him, you can just pull the plug and put him back in the glove box.”
Fay Goodman, personal safety expert from DriveSafe says: “The Buddy on Demand will hopefully go some way to make women feel safer behind the wheel.
“But for those not lucky enough to have an inflatable man on standby, there’s still a great deal female motorists can do to ensure they arrive home safely. Simple actions such as projecting a confident attitude behind the wheel and taking care when planning your journey to avoid unfamiliar areas or cross-country routes can make all the difference.”
Tips for driving alone from the ‘DriveSafe Handy Pack for women motorists’:
- Project confidence with your body language. Drop your shoulders, lift your chin and try not to clench the driving wheel too tightly. Try and look as relaxed as possible.
- Have a tolerant and considerate attitude towards other drivers – this will keep you calm and you will be less likely to engage in any conflict while driving.
- Never take risks that could compromise your own or someone else’s safety – be aware, prepared and responsible.
- Think ahead when planning your journey:
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- Keep your car in good working order, have it serviced regularly and top-up your petrol levels to avoid a breakdown.
- Work out what type of roads you will be travelling on (i.e. busy, quiet, town, country) and check you have an up to date road map to avoid asking for directions.
- Drive with someone whenever possible – or your ‘Buddy on Demand’ in the future.
- If you are being followed - walk briskly and assertively towards your car, get in and lock it immediately then drive away. If you feel you cannot reach your car safely then walk to the nearest shop or house and call for assistance. If you are leaving work late at night try to walk with a colleague so you can accompany each other safely. Always have your car keys ready.
- Take up self defence to build confidence and awareness.
Sheilas’ Wheels, the insurance brand for women, is always looking at ways to highlight the issues facing women behind the wheel and offer solutions. Earlier in the year, it unveiled its ‘S-clip’ innovation – a simple seatbelt device for women to prevent the belt strap causing discomfort across the chest and ultimately encourage more female drivers to buckle up.
Female motorists can visit www.ilovesheilas.com - the newly launched fan site for all things Sheila - to give their opinion on the ‘Buddy on Demand’.
Notes to editors:
Research: Sheilas’ Wheels commissioned Lightspeed Research to speak to 500 female drivers in June 2006.
Design: The ‘Buddy on Demand’ was designed and created by Inflate, with all design rights owned by esure services Ltd.
Sheilas’ Wheels: Sheilas’ Wheels was launched in October 2005 to offer women drivers cheaper car insurance and product enhancements including £300 handbag cover – for bags stolen from the car (comprehensive cover only) – competitive breakdown recovery rates, a dedicated counselling line run by trained professionals to help customers cope with driving issues such as road rage (comprehensive cover only), and a network of female friendly mechanics. www.sheilaswheels.com.
Fay Goodman of DriveSafe:
DriveSafe is a new initiative aimed at helping the women motorist feel confident, safe and positive when driving. The ‘DriveSafe Handy Pack for women motorists’ is available online at Goodmedia and will be available in retail shops in August 2006.
Fay Goodman is the founder of DriveSafe and one of the leading female martial artists in the world. Known as the ‘Lady Samurai’ she holds one of the highest grades outside Japan with the Samurai Sword. She is author of the best selling: ‘Ultimate Book of Martial Arts’: Visit www.faygoodman.co.uk.
*Source: Office of National Statistics, National Travel Survey 2004 (14.4 million women with driving licenses in UK)
Press contacts:
For further information, or to arrange an interview, please contact Jo Carr or Jo Misson at Teamspirit PR on 020 7438 9400.
Case studies available on request – please contact Jo Misson on 020 7438 9400.
