Why luxury EV brands need to appeal to her

The Road Ahead for Luxury EVs

The future of luxury electric vehicles (EVs) isn’t just about sleek designs or cutting-edge technology—it’s about understanding who’s behind the wheel. In the UK alone, projections estimate that by 2025, women will control 60% of the nation’s wealth. Yet, the luxury vehicle market remains stuck in the past, clinging to outdated ideals of horsepower, speed, and aggression.

For luxury EV brands, the road ahead is clear: embrace a more inclusive, value-driven approach to win the hearts—and loyalty—of modern women.

The Legacy of Masculinity in Automotive Branding

For decades, car advertising has been steeped in masculine tropes. Roaring engines, sharp angles, and bold taglines have long dominated the scene, appealing to a vision of power and dominance. And for a time, it worked—cars were marketed as extensions of masculinity.

But the world has changed. Modern consumers, especially women, are values-driven, nuanced, and looking for something different. They seek luxury vehicles that reflect their priorities: sustainability, safety, and aesthetics that resonate with their lifestyles—not just symbols of power or status.

Women as a Driving Force in the Luxury Market

Women are shaping the future of luxury, and their influence is only growing. Their approach to purchasing is thoughtful and values-aligned. While traditional metrics like speed and acceleration might dominate male-focused campaigns, women care about how a product fits into their lives—how it integrates with their values, priorities, and daily routines.

This shift poses a pivotal question for luxury EV brands: How can we connect authentically with women without relying on outdated gender stereotypes?

The brands that get it right will not only tap into this influential audience but also cultivate loyalty by demonstrating a commitment to inclusivity, sustainability, and emotional resonance.

Why EV Messaging Must Shift

The gap between what women value in a luxury EV and how these vehicles are marketed is a missed opportunity. Aggressive aesthetics and horsepower stats don’t speak to the modern, affluent woman who prioritises elegance, sustainability, and innovative convenience.

Instead, brands must tell stories that inspire and connect. Highlighting how an EV seamlessly fits into a busy lifestyle—be it through cutting-edge tech, environmental impact, or thoughtfully designed interiors—will create deeper connections.

Look at industries like luxury fashion, which have embraced campaigns centred on sustainability and diversity. The automotive industry, particularly in the luxury EV sector, has a chance to adopt this approach, moving beyond functionality to storytelling that reflects the aspirations of modern consumers.

The Design Dilemma

Design is one of the most powerful tools in the luxury market, but the automotive industry has long leaned on sharp angles and aggressive lines. While these appeal to traditional male audiences, they risk alienating a broader, more diverse consumer base.

Jaguar Land Rover’s rebrand offers a glimpse of how to move forward. With softer, more rounded aesthetics and a focus on values like sustainability and modernity, they’ve taken steps to meet evolving consumer expectations. However, brands must strike a delicate balance—honouring their heritage while reinterpreting it for today’s drivers.

Timeless yet inclusive designs—think organic lines, elegant details, and versatile interiors—are key to redefining what it means to own a luxury EV.

Paving the Road to Inclusive Luxury

Inclusive luxury isn’t just a trend; it’s the future. Brands that actively engage female designers, marketers, and thought leaders will lead the charge, creating vehicles and campaigns that resonate with modern consumers.

This is about more than just selling cars—it’s about redefining what luxury means in the 21st century. As the influence of women and other diverse groups continues to grow, the question is no longer if the industry will change, but who will lead the way.

Luxury EV brands have a unique opportunity to set the tone for a more inclusive, sustainable future. Those that embrace this shift will pave the road to lasting success. Those that don’t risk being left behind.