Link: http://media.gm.com/servlet/GatewayServlet...n=2&docid=17600

General Motors Invites Women to "Drive Your Style"

Test Drive Blends Driving with Lifestyle, Food, Fashion and Fun


IRVINE – General Motors lets lifestyle take the lead in a test drive designed specifically for women at the El Toro Marine Station in Irvine, California August 26-28. At the Drive Your Style event, GM combines driving with health, food and fashion.

“Women comprise 51% of the population, but typical ride-and-drive events do not approach women in a relevant way,” said Cynthia Price, manager, GM Women’s Initiative. “We’ve had success reaching women through advertising, direct mail and the Internet, but now we’re extending our approach into experiential events designed to get women behind the wheel of a GM vehicle,” Price added.

At the test drive event, which is slated to attract 1,500 participants from southern California, GM brings cars and SUVs together with lifestyle activities. “For women, a vehicle is not as much about performance as it is about solving multiple needs in their dynamic lives,” Price said.

An interactive village features Saab, Saturn and HUMMER cars and SUVs at stations where women can learn about the vehicles as well as the latest trends in entertaining, fashion, health, fitness and simplifying life through organization. An hourly fashion show, by Patricia Fields, stylist for Sex and the City, pairs the newest fashions with vehicles from the GM divisions.

On the drive courses, women can compare the GM cars and SUVs to competitive vehicles from others manufacturers. They can also learn about vehicle features that make driving safer, such as OnStar, GM’s in-vehicle safety and security system, and Stabilitrak, GM’s electronic stability control system, both of which will be standard on most GM models beginning in 2007.

“This event is an important step in GM’s efforts to grow market share among women consumers,” said Martin Walsh, Executive Director, GM Sales and Marketing.

About General Motors
General Motors Corp. (NYSE: GM), the world's largest vehicle manufacturer, employs 317,000 people globally in its core automotive business and subsidiaries. Founded in 1908, GM has been the global automotive sales leader since 1931. GM today has manufacturing operations in 32 countries and its vehicles are sold in more than 192 countries. More information on GM and its products can be found on the company's consumer website at www.gm.com.

Really good idea.