Backlash for Fiat Argentina due to misogynistic car manual

Backlash for Fiat Argentina due to misogynistic car manual

Another day another story of big brands simply producing non-thoughtful content (sighs)! Now in this case it wasn’t your typical lack of well researched information or a lack of professional translation services to translate content from one language to another, it instead was almost a ride back to the past where misogyny was very prevalent in advertising and mainstream media.  The topic in question relates to the car giant that is Fiat and specifically its Argentinian base.

The topic in question relates to a pamphlet Fiat handed out alongside its official handbook to new customers who purchased a car. What is in the pamphlet is what is shocking and has outraged many people specifically a women’s groups in Argentina with one  specific group called ‘Ni una menos’ of which the Spanish to English translation means ‘Not one less’ taking to Facebook to summarise the blatant misogynistic content that was found in the pamphlet.

Some of the content that was written reads:

“If a lady’s skirt is too short, we recommend that she travel in the backseat to keep our concentration.”

It also reads; “if the skirt is not that short but you tend to have a wandering hand, she should also travel behind.”

The booklet which seems to give advice to the male buyer also seemed to address the male driver as ‘driver with love’ and the female companion as ‘co-pilot’.

The pamphlet which referred to women as “co-pilot” stated that “any woman who aspires to become a co-pilot must at least have nice legs”.

Many people have taken to Twitter to air their frustrations towards the Italian company which has led to Fiat Argentina’s representative issuing an apology on their official twitter account stating that they had never intended any “disrespect”.

Fiat has also withdrawn their car pamphlet amid the backlash received.

Let us know your thoughts.

Fiat image source: nick@