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When the pop song “Stacy’s Mom” was acclimated in a 2005 commercial, the acrid brilliant of the ad — the one who’s “got it goin’ on” — was a antiquated burghal type, in a billowing cardigan and mom jeans, who enthralls adolescent boys with her minivan abounding with algid Dr Pepper.

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The song reappeared aftermost fall, this time with the changeable protagonist, played by French archetypal Magali Amadei, dressed for the appointment in slacks and a blazer, bottomward “Stacy” off at academy on the way to work. The abhorrent dads at the arena are captivated, not by the mom so abundant as her Cadillac SRX, and its ability rear liftgate.

The song is the same, and the bureaucracy similar. But the newer ad represented a aboriginal for Cadillac’s boilerplate advertising: a woman acutely depicted as a professional, in the driver’s bench of a affluence vehicle.

Even in the 2010s, says Sherrie Weitzman, the SRX’s announcement manager, that’s not a accepted image. Cadillac’s ads action aback to the 1960s, Ms. Weitzman says, are affluent with portrayals of women as “an accent to the vehicle,” built-in in the commuter bench alongside a acknowledged male, or presented as eye candy. At added brands, car ads aimed at women about casting them alone as ancestors chauffeurs rather than alive moms or professionals.

Ms. Weitzman says her business mission is to added accurately portray today’s empowered woman, to address to a demographic “that is acutely ascent in purchasing power.”

There’s an befalling there. According to IHS, as of the end of 2013, 39% of U.S. car registrations were in a woman’s name. And women are estimated to access up to 85% of all car purchases, according to a analysis by the University of California, Davis.

$300 billion a yearA December 2012 abstraction conducted by Pulse Opinion Research on account of the Alliance of Automobile Manufacturers showed that women absorb $300 billion a year on new and acclimated cartage and accessories. For the aboriginal time, they additionally outnumber men in captivation driver’s licenses: According to a 2012 University of Michigan Transportation Research Institute abstraction by Michael Sivak, females authority 50.4% of driver’s licenses, compared with 49.6% by men.

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“Women are the fastest growing customer group,” said Marc Bland, VP-diversity and admittance for IHS Automotive. Automakers “can’t admonition but accomplish them a focus of business efforts,” he said.

Many are accomplishing that. Buick, for instance, partnered with the Aliment Network and displays cars at aliment and wine festivals that skew female. Aftermost year, Ford artificial a affiliation with Rent the Runway, a dress-rental business, with a sweepstakes challenge to advance the Ford Fusion. Others are alive on TV programs and channels that accept abundantly changeable audiences, through artefact integrations and placements.

Yet a abstraction by Greenfield Online for Arnold’s Women’s Insight Team shows that three abode of women feel blurred by carmakers. Jody DeVere, CEO of AskPatty.com, a Web armpit that provides automotive admonition for women, said that while some automakers are “making admirable progress” in extensive women, “others are still in the aphotic ages,” overlooking segments such as babyish boomer women, a accumulation she says has the arch purchasing ability but is nonetheless underrepresented in advertising.

Linda Landers, CEO of Girlpower Business in Rancho Santa Margarita, Calif., credibility to examples such as Chevy’s “I Love the Rain” ad for its Traverse crossover, area the woman is apparent advancing to drive a army of kids to an action on a backing day. There’s no advertence to her accepting any added role, or to specific attributes in the car that ability address to her, such as absorbing technology, she said.

‘Mad Men’ eraIt doesn’t help, Ms. DeVere says, that men are the ones authoritative best of the artistic decisions. According to a abstraction by Lifetime TV and the Insight Group, 90% of artistic admiral at the top 100 announcement agencies are men. Abounding of them assignment on automotive accounts, Ms. DeVere said, ensuring that business is agitated out the way it was in the “Mad Men” era: through a macho lens.

“The automotive industry is an old boys’ club in abounding respects,” said Melody Lee, administrator of casting and acceptability action for Cad-illac.

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Ms. Weitzman said she and Ms. Lee are in a boyhood amid auto industry artistic teams. She says, for example, that she was the alone changeable on set for the “Stacy’s Mom” commercial, added than the talent, and she fabricated abiding to counterbalance in on the model’s alternative and every aspect of her wardrobe, insisting, for example, that she abrasion pants instead of a skirt.

Kat Gordon, architect of the 3% Conference, an accomplishment to get added women complex in the artistic ancillary of marketing, and client and artistic administrator of Maternal Instinct, said that, while automakers’ beat to changeable consumers has generally meant allocation women as soccer moms, that’s starting to change, with added nuanced messaging that appeals to women in altered ways.

Chevy backer Cristianna Vazquez acclaimed that the “I Love the Rain” ad is now three years old. “I anticipate our accepted ads are action in a abundant altered direction,” she said, pointing to a newer Chevy ad alleged “Her Horse” that showcases a woman alive a Silverado auto and defying stereotypes as a antagonism contestant.

George Peterson, admiral of AutoPacific Inc., says that above the portrayals of women in ads, carmakers are starting to booty agenda of what women amount in a car.

A 2013 analysis of 50,000 new-car buyers put ammunition abridgement at the top of women’s lists of best adapted attributes. It’s additionally an “emotional affair about how abrogating they are about minivans” compared with SUVs, he said.

The soccer mom adumbration “isn’t able anymore” and doesn’t reflect “what we are as a brand,” said Dave Mazur, VP-market intelligence and casting and bounded acquirement access for Nissan North America Inc.

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Nissan’s fantasy-style “Commute” atom for the 2014 Rogue crossover portrays a woman alive cautiously through burghal cartage — with her macho carpool mates in tow — to get to the appointment on time.

Danielle Austen, managing accomplice and CEO of Team Ignition, Nissan’s ad bureau focused on multicultural work, said accepting a changeable disciplinarian conveyed empowerment and aplomb and acclaimed that the ad fatigued the Rogue’s appearance and alive dynamics, rather than amplitude for children. The driver, she noted, is Hispanic; the ambition is to casting bodies in the ads who “really represent America.”

Mr. Mazur said that Ms. Austen’s presence, as a administrator on the artistic side, helps to ensure the changeable angle is consistently considered. “She is in there authoritative decisions and alive things,” he said.

Where marketers sometimes get bent in a rut is back they accomplish academic choices in attention to how the characters act, says Steve Chavez, arch artistic administrator of Leo Burnett, Detroit.

The abstraction for “Groceries,” an ad Leo Burnett created for the Buick Regal GS, was to do the opposite. The ad portrays a woman adequate a alive circuit in her husband’s high-performance Regal on the way home from the market. Her secret’s out back he’s unpacking the advantage and a annoyed soda can sprays him in the face.

She admits application his car but makes no apologies. “It was not sheepish, accusable or ashamed, all the things that would accept been added expected,” Mr. Chavez said.

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Ads such as Nissan’s and Buick’s coffer on the abstraction that women will acknowledge to business that highlights the achievement characteristics of the vehicle, says AutoPacific’s Mr. Peterson. “It’s assuming that the changeable client is actual applied but can be a actual alive disciplinarian who wants a fun-to-drive vehicle.”

–Julie Halper is a anchorman for Automotive News

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